Fri, 22 May 2015 05:27:22 GMT
In a world of ad breaks crowded with nutritional messages about kids aimed at mums, this campaign attempts to bring a fresh perspective to help set the brand apart and cut through the clutter.
This first TVC, ‘Four Square’, charmingly replicates the seriousness and attitude of sports performance advertisements but applies it to a simple schoolyard game.
Andy McLeish, head of planning at Colenso BBDO, said, “Although they won’t always admit it, every parent would prefer their kids are good at stuff, rather than simply participating. And strangely enough kids also want to be good at stuff, so this campaign is about tapping into both. It’s high protein bread for high performance play.”
Steve Cochran, Colenso’s ECD, adds: “With the insight that kids often take their play as seriously as any professional sportsman, we knew we had a great platform to launch Hi-Protein bread with. All it took was some brilliant writing and equally brilliant casting. Matt and Jae both nailed it.”
The campaign kicked off with the ‘Four Square’ spot this week, with a second spot to follow shortly.
Creative Agency: Colenso BBDO
Executive Creative Director: Steve Cochran
Group Business Director: Jillian Stanton
Head of Art: Mike Davison
Head of Broadcast: Jen Storey
Senior Copywriter: Matt Lawson
Advertiser: George Weston Foods
General Marketing Manager: Justin Alblas
Director: Jae Morrison
Production Company: Finch
Categories: Food, BakeryBBDO Asia, Fri, 22 May 2015 05:27:22 GMT