Continental Sensations launches new brand platform via Bastion Creative

Unilever’s flagship brand Continental has launched a new brand platform for its soups, stocks and seasonings ranges, brought to life with a new campaign for its gourmet seasonings range, Continental Sensations, via Bastion Creative.

Leveraging the insight that aroma is the primary sense that drives appetite and food enjoyment, the new positioning encapsulates the power of aroma to evoke desire to taste, with the line “smell the delicious”.


The creative utilises a light-hearted tone, depicting cooking shots followed by a quirky reaction to the aroma of the food, with noses unable to stay still.

Bastion Creative managing partner, Ana Lynch said a key factor in developing the direction was Unilever’s desire to create a long-term brand platform.

“The need was to identify an insight into how all products under the brand play a role in enhancing food enjoyment at home. The insight into the hierarchy of senses and the role aroma plays was the key to that.”

Brand manager – foods at Continental, Amanda Russo confirmed expectations of the campaign are high.

“We’re really excited about this campaign. It performed exceptionally well in pretesting – an outstanding result, that is one of our best to date. Consumer’s love its uniqueness and sense of fun, and the results suggest it will be a strong and differentiated platform to build the Continental brand in a crowded market.”

The campaign launched this month and will run for four months across TV, digital and print.


Client: Unilever
Brand Manager – Foods: Carmen Younis
Brand Manager – Foods: Amanda Russo

Agency: Bastion Creative
Managing Partner: Ana Lynch
Group Account Director: Caz O’Neil
Art Director: Mark Cole
Senior Copywriter: Mike Guegun
Executive Producer: Stephanie Ceccaldi

Production Company: TIPC
Director: Jean Danoy


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