Coles launches Heston fronted campaign in cinemas and TV
Coles have rolled out the next phase of its Heston Blumenthal campaign, with the celebrity chef fronting commercials running in cinemas.
The new commercial, created by Big Red, features a number of new products available in the Heston range, while voiceover plays on Blumenthal’s reputation for unique ingredient combinations with narration asking which chef would create such products. It ends with a wide shot of the chef with the narration saying “it could only by Heston” to which Blumenthal responds with “and my new range is only for Coles”.
Running in cinemas for the next four weeks, its also running across TV and online and is supported with outdoor.
UM was behind the campaign’s planning and media buying.
UM Melbourne droup director Aaron Perry said: “The ability of Cinema to tightly target affluent pockets of our market, coupled with its enhanced recall and impact metrics, make its inclusion an obvious one.”
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Indigenous.
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…ability of Cinema to tightly target affluent pockets of our market.
Makes me laugh, I was at the cinema recently with my son to watch the lego movie and I was amazed the first three adverts were:
1. Female lingerie
2. Undertakers
3. Mature female fashion
I had a quick squint around the cinema and there was one set of grandparents who fitted the demographic for the ads the rest were screaming kids and young(ish) dads on their iphones.
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I’m too scared to buy any food made by Heston Blumenthal.
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