The work for mySupermarket kicks off with a TV campaign across terrestrial and satellite channels. The new 30” TV ad features the debut of Eggs Alone, a male voice choir composed entirely of eggs. Set to the traditional Welsh tune, “Men of Harlech”, the ad features the 12-piece choir singing an a cappella tribute to mySupermarket.co.uk
. As a fridge door opens, the eggs sing with pride about comparing prices, buying online, and getting the cheapest deals on your dental floss.
The ad is designed to increase consumer awareness and consideration of the site, and will be supported with digital activity as the campaign progresses.
James Foord, VP Business Development for mySupermarket, commented: “Since starting in 2006, we have seen a rapid amount of growth with more and more people wanting to be as savvy as possible when it comes to their grocery shopping. This ad brings the mySupermarket proposition to a much wider audience, in a witty, charming and memorable way."
Rob Webster / Alexei Berwitz, Creatives at CHI&Partners said: “mySupermarket.co.uk
is about to become a permanent fixture in households across Britain. We wanted to create a campaign that could do the same.”
Project name: Singing Eggs
Brief: Generate awareness of the mySupermarket brand and drive customers to the site.
Client: James Foord, Vice President New Business
Creative agency: CHI&Partners
Copywriter: Rob Webster
Art director: Alexei Berwitz
TV Producer: Victoria Dashwood-Quick
Production company: Smuggler
Director: Neil Harris
Editor: Marshall Street
Audio post-production: Wave