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Birds Eye Introduces The 'Spokes-Peas'

Creative 222 Add to collection

Frozen peas who escape the freezer feature in fresh new campaign created by JWT Melbourne

Birds Eye Introduces The 'Spokes-Peas'
Simplot, Australia’s leading food manufacturer, has launched a brand platform ‘Fresh from the Freezer’ for Birds Eye. Created by J. Walter Thompson Melbourne, the campaign aims to leverage Birds Eye’s market leading position and drive brand reappraisal. 

This is the agency’s first major campaign for the brand since being appointed to the Simplot business in September 2016.

The fun campaign introduces two cute characters from the freezer - a couple of ‘Spokes-peas’ who escaped from the bag and now call the freezer their forever-home. From their Pea-O-V everything appears heroic and they give a comedic interpretation of the comings and goings of the freezer world, and at the same time educate Aussies about all Birds Eye dinner options... in this instance, Birds Eye fish.


Suzanne Harman, GM Marketing, Simplot Australia, said: “Birds Eye ‘Fresh from the freezer’ is the latest in a series of enduring brand platforms that Simplot have partnered with JWT Melbourne on. Other brand platforms we’ve developed with JWT Melbourne have seen our brands deliver epic shifts in Brand Equity and Awareness measures through Nielsen tracking, and sales results to match. But, with this latest work for Birds Eye I feel that together we have finally cracked Simplot’s biggest brand challenge.”


Kieran Antill, Executive Creative Director, J. Walter Thompson Melbourne, said: “Brave, intelligent ideas best defines the type of work coming from the Simplot/JWT partnership. The fact is the freezer has been considered a dumping ground for ‘back up products’ and we wanted to breathe a little imagination and warmth into this remarkable space.


“Birds Eye has every right to own the freezer as a place of freshness and with this new platform and the help of a couple of spokes-peas I believe they will. This platform see’s the beginning of distinct and own-able assets for Birds Eye that Australia will embrace.

“A big thank you to all involved including Finch productions; Jonny & Will (Directors) and Claire Thompson (Producer) for bringing our ambitions to life.”

Spearheaded by 1 x 30 sec and 2 x 15 sec TVCs promoting Birds Eye Barramundi, Whiting and Flathead frozen fish products, the campaign is further supported by retail shopper-lives and retailer media.  

Birds Eye's 'Spokes-peas' campaign is in market until end of May but stay tuned for more from these two little chatty peas.
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Client

Advertiser: Simplot

General Manager: Suzanne Harman (Marketing)

Head of Marketing, Content and Digital: Justin Taylor

Marketing Communications Manager : Evonne Williams

Marketing Manager: Elisabeth Argain

Post Production / VFX

VFX: FINCH Post

Print / OOH

Print Producer: Miryana Velyanovski

Creative Agency

Creative Agency: J. Walter Thompson Melbourne

Executive Creative Directors: Kieran Antill

Group Account Directors: Jessica Johnson

Head of Planning: Simon McCrudden

Senior Art Director: Nick Sellars

Senior Planner: Brigitte Bayard

TV Producer: Katherine Muir

Production Company

Executive Producer: Corey Esse

Producer: Claire Thompson

Production Company: FINCH

Music

Sound Production: Nylon Melbourne

Offline

Edit Company: The Editors

Genres: People

Categories: Food, Fresh fruit and vegetables

Wunderman Thompson APAC, Mon, 19 Feb 2018 17:00:38 GMT