The new campaign created by McCann London brings a joyful refresh to the heritage brand
Ambrosia returns to television today with its first new commercial in four years, created by McCann London, to introduce their new fun loving character, Moley, who reminds us all why we love this creamy custard.
The film tells the story of Moley. After a life spent underground, he emerges from his mole hole and grasps a yellow balloon that happens to be passing. It takes him on a journey over the Devonshire countryside. As he takes to the skies, we see him make new friends, pick a raspberry and even fly-by a picnic where some friends are enjoying the Ambrosia custard sharing pot. It’s here that he gets his very first taste of Ambrosia, before landing to enjoy the deliciously creamy delight nearby.
The film is directed by duo Johnny & Will from Blinkink, and Moley was created by the renowned John Nolan Studio.
Yilmaz Erceyes, chief marketing officer at Premier Foods, said: “At the centre of the thinking is bringing back what made Ambrosia famous in the first place. We really believe in having those brand distinctive assets – strapline, tone of voice, visuals – to really build on, because it's all about creating those memory structures in consumers mind. So whenever the need arises, our brand just becomes top of their mind.”
Running for eight weeks on TV and VOD, launching in the lead up to Christmas, this campaign is the focus of the brand relaunch. The campaign champions the return of the heritage product that we all know and love so well.
“What else but a little woodland creature floating through the air to give the nation some Devon-y custard-y feels. We have never needed the reassuring comfort of Ambrosia more than we do right now,” concluded Ray Shaughnessy, ECD, McCann London.