First Australian campaign for Whitlock sees vegetables go on adventures

Kraft Heinz’s F. Whitlock & Sons has launched a campaign in  Australia and New Zealand via 72 and Sunny, after officially launching in Australia.

The ‘Whitlock’s Tales of Delicious Demise’ campaign sees various vegetables, fruits, and herbs go on animated adventures together.

The 90 second spot sees a montage of the animated personified ingredients go on various adventures, from a Western epic to pirates to biking on the open road. The characters include Chip the Chipotle Pepper, which has an altercation with the Grim Reapers and or Oscar and Rojo, the Fuego Chilli Beans.

The creative concept is inspired by the range’s label design.

Luke Martin, head of product at 72 and Sunny, said: “You realise what a rad job and great client partners you have when you get to create short films about adventurous ingredients that come to face their demise. It has been a true collaboration between our team and the F. Whitlock’s team, which is why the work has turned out so nicely. Stoked to see this campaign go out to the world.”

Natasha McGill, F. Whitlock & Sons senior flavour adventurist and brand purveyor said: “We’re excited to be bringing the adventuresome “Whitlock’s” across Australia and New Zealand, which delivers to our brand aspiration of disrupting the everyday and bringing exciting food experiences to life in bold and adventurous ways.”

The campaign will be on cinema, digital, social, and out-of-home.

There will also be 15-second versions of the campaign.

72 and Sunny’s other recent campaigns include work for Tooheys Extra Dry, MilkLab, and Google.


Client: Kraft Heinz ANZ – F. Whitlock & Sons

  • Shane Kent – Chief Marketing Officer, Kraft Heinz ANZ
  • Theresa Paglia – Head of Marketing Taste Elevation, KraftHeinz ANZ
  • Natasha McGill – Senior Brand Manager, Kraft Heinz ANZ
  • Nicola Curran – Brand Manager, Kraft Heinz ANZ
  • Amy Dunlop – Brand Manager Kraft Heinz ANZ
  • Michael DeNapoli – Head of Media and Online, Kraft Heinz ANZ
  • Michelle Interlandi – Communications Manager, Kraft Heinz ANZ
  • Julia Wookey – Management Trainee, Kraft Heinz ANZ

 Creative Agency: 72 and Sunny Sydney

Animation: Yukfoo

Media Agency: Carat AU/NZ

PR Agency:   SOCIETY

Experiential Agency: Because XM


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