A lucky cat stars in new Saatchi & Saatchi campaign for Lucky Nuts

A Maneki-neko – the common cat figurine which waves one paw and is widely-considered to be lucky – is the star of Lucky Nuts’ new campaign from Saatchi & Saatchi, the first national consumer campaign in some time for the Select Harvests brand.

The cat’s constantly waving paw turns on the shower, rides a skateboard, and bids at an auction before swiping down enough bags of Lucky Nuts to fill a supermarket shopping basket in the spot that heralds in the ‘Eat Lucky. Live Lucky’ positioning.

The humorous campaign, directed by Finch’s Jae Morrison, will run across TV, social, and print.

“For over 60 years, Lucky Nuts has been trusted by Australians for cooking, baking and snacking,” Select Harvests’ general manager of consumer, Suzanne Douglas, said.

“We’re proud to bring a memorable campaign like this to market at a time when all Australians could do with a good laugh.”

Saatchi & Saatchi’s executive creative director , Simon Bagnasco, added: “As a child the only time I ever saw a nut was from the inside of a chocolate bar. Turns out they’re actually quite good for you. Which is one of the reasons I’m so pleased we could be part of this tremendous campaign.”

Recently, Publicis Groupe merged Marcel into Saatchi & Saatchi, resulting in the departure of Marcel’s managing director, Ryan Bernal.


Client: Select Harvests
General Manager Consumer: Suzanne Douglas
Head of Marketing and Innovation: Angela Piasente & Rebecca Lowth

Creative Agency: Saatchi & Saatchi Melbourne
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Executive Producer: Lucy Trengove
Producer: Zena Bartlett
Senior Digital Producer: Nick Baum
Senior Art Director: Tim Yates, Trong Ronakiat
Senior Copywriter: Kerem Sekerci
Digital Designer: Jarryd Hood
Creative Content Producer: Heather McKean
Designer: Alice De Saulles
Group Account Director: Lucy Haworth
Senior Account Manager: Pip Rayner
Executive Strategy Director: Alex Speakman
Managing Director: Mark Cochrane

Production Company: Finch
Director: Jae Morrison
Producer: Nick Simkins
DOP: Jordan Maddocks

Post Production
ARC Edit: Lucas Baynes
Ed Coyle

Photography: Turtle Pictures
Photographer: Gerry Colley

Sound: Risk Sound
Sound Engineer: Dee Gjedsted

Music: Lank & Tank

Media: Cole Media
General Manager: Candice Cole
Group Account Director: Sophie Carkeek
Digital Director: Thi Thu Pham


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