9 months ago
In its new ‘Make Weekday Mornings Better’ campaign, Sid Lee Toronto and Maple Leaf Foods empathise with parents and the hardships they typically experience during weekday mornings.
“Weekday mornings are really challenging for many parents. Getting kids dressed, fed, packed up for school, and of course remembering to do last-minute homework or getting to team practice, or whatever else pops up surprisingly... it can be hard,” says D’Arcy Finley, VP brands, Maple Leaf Foods. “We wanted to make mornings slightly better with our protein rich, ready-in-seconds Maple Leaf bacon and sausage – they’re now made with natural, pronounceable ingredients and although they won’t make anyone’s morning perfect, we hope they can help a little.”
Staying true to Maple Leaf’s platform of ‘We’re For Real’, the campaign removes the impression that Maple Leaf bacon and sausage are indulgent, unhealthy ‘weekend treats’ and reinforces the fact that these products are made with natural ingredients unlike many other breakfast items that lack the protein or flavour families seek day-to-day.. ‘Make Weekday Mornings Better’ also challenges the unfair expectations around parents and reassures them that, although perfection is an impossible standard to reach, trying to do the best one can is a step in the right direction.
At the heart of the campaign is a satirical opening credit to a fictional 90s-styled sitcom titled ‘Wake Up and Do It Again.’ Using found footage of real frenzied morning moments and an upbeat jingle with dismal lyrics, the online video cheerily remind parents how dreadful mornings can be. The spot is supported by digital and print elements that further dramatise a parent’s typical chaotic morning.
“Our idea was to simply tell it like it is – for the average parent, weekday mornings suck,” explains Matt Fraracci, creative director, Sid Lee Toronto. “Collaborating with Maple Leaf, we took on a playfully tongue-in-cheek approach and developed a campaign that speaks to parents on a real level, by acknowledging that life as a parent isn’t always perfect, and that’s okay.”
Agency: Sid Lee Toronto
Executive Creative Director: Jeffrey Da Silva
Creative Director: Matt Fraracci
Art Directors: Tim Zimmerman, Alex Pellerin, Sammy Lo
Copywriters: Alex Bird, Peter Sreckovic
Account Team: Amanda Kohn, Fredo Zavarella, Rebecca Yan, Emily Kinney
Strategists: J.J. Sullivan, Mark Arvai
Production Team: Amanda Loughran, Jennifer Mete, Elana Olavesen, Ashley Chu
Editing: School Editing
Post Production: Artjail
Audio Production: Vapor
Production Company: Westside
Print Production: M&H
Genres: Documentary, Comedy, People
Categories: Food, BreakfastSid Lee, 9 months ago