Carman’s Kitchen launches first campaign in 30 years, conceding ‘we haven’t communicated’
Breakfast food brand Carman’s Kitchen has admitted its marketing could do more to keep pace with younger Australians, and has launched its first major campaign in its 30-year history.
CMO Jed Simpfendorfer told Mumbrella he wanted more Australians to be thinking and talking about Carman’s Kitchen.
“When Carman’s first came out and was big 30 years ago – that generation has moved with us, but we haven’t really spoken to or connected with the younger generations,” Simpfendorfer told Mumbrella.
“There are a lot of Australians that just weren’t thinking about us, because we haven’t talked about us, and we haven’t communicated.
“By talking to people and raising the top-of-mind awareness, it’ll help grow our penetration amongst the market.”
Carolyn Creswell created Carman’s when she was 18 years old, initially buying a muesli business for $1,000. Muesli bars were launched in 2002 and first appeared on airlines in 2006. The company now exports to more than 30 countries.
Simpfendorfer said the campaign’s release – featuring a set of characters called ‘Carmans’ that personify the brand’s ethos – marked a pivot in brand goals.
The work was created by independent agency East of Everything, and filmed by Plaza – Paul Middleditch’s production company behind the iconic Carlton Draught ‘Big Ad’ and mostly recently The Men’s Table’s ‘Go Beyond Banter’.
Other assets:
https://www.youtube.com/watch?v=se4X8SMuDn4 “Joy”
https://www.youtube.com/watch?v=7RtF7FlwPLk “Tiny Red Carpet”
The Carman’s Kitchen campaign portrayed ‘Carmans’ with different personalities: from the ray of sunshine to the big thinker, and from the person who puts their heart into everything to the one who refines every detail. All of them are seen working away in the kitchen to curate the best breakfast food and snacks.
The campaign’s approach is light-hearted, exactly the warm, friendly feeling that Carman’s Kitchen wants its audience to feel, Simpfendorfer said.
“I think the overriding feeling will be one of happiness or joy. I mean, it’s a 15-second TVC, so we’re going to be realistic about just how much joy we can bring, but I’m hoping it does.”
Beyond the characters, the campaign will showcase the ‘real’ Carmans (the company employees) inside the business and their work each day to deliver delight.
“Over the long term, the Carmans will be talking about who they are, how they make the products. And again, it’s Australians connecting with Australians.”
Grant Rutherford, founder of East of Everything, said: “Sometimes great ideas stare you in the face. The best ones are interesting and memorable, mainly because they are true.
“Carolyn [the brand’s founder] literally makes sure the chocolate is the right shade of brown. But it’s not just Carolyn, everyone is obsessed with every little detail.”
The campaign rolled out via TV and online last Sunday.
Campaign Credits
Carman’s Kitchen:
Carolyn Creswell, Founder
Jed Simpfendorfer, CMO Lois Tristram, Marketing Manager
Lachie McDonald, Digital Comms Manager
Jackson Delminico, Brand Manager
Mandy Carr, Packaging and Food Design Manager
East of Everything:
Grant Rutherford, Founder, ECD
Kat Kelly, Founder, Strategy Director
Brendon Guthrie, Creative
Sue Hind, Senior Producer
Production:
Director, Paul Middleditch Plaza Films
Producer, Peter Masterton, Plaza Films
Editing, Stu Morely, Jamie Scott, Trish Cahill, The Editors
Sound Engineering, Paul Le Couteur, Squeak E Clean
Chris Budgeon, Photography
Ross Colebatch, Producer, Photoplay
Caroline Velik, Food Stylist
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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topics
Carman's Kitchen
Jed Simpfendorfer
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