JWT Melbourne introduce the ‘spokes-peas’ in Birds Eye campaign
J. Walter Thompson Melbourne has released its first major campaign for Birds Eye since being appointed to the Simplot business in September 2016.
Featuring one 30 second and two 15 second TVCs, the campaign introduces a pair of Aussie “spokes-peas”, who comment on the goings on in the freezer. The Birds Eye Barramundi, Whiting and Flathead frozen fish products are all featured in the spots.
Suzanne Harman, GM marketing, Simplot Australia, said: “Birds Eye ‘Fresh from the freezer’ is the latest in a series of campaigns Simplot have partnered with JWT Melbourne on.
“Other brand platforms we’ve developed with JWT Melbourne have seen our brands deliver epic shifts in Brand Equity and Awareness measures through Nielsen tracking, and sales results to match. But, with this latest work for Birds Eye I feel that together we have finally cracked Simplot’s biggest brand challenge.”
Kieran Antill, executive creative director, J. Walter Thompson Melbourne, said: “Brave, intelligent ideas best defines the type of work coming from the Simplot/JWT partnership. The fact is the freezer has been considered a dumping ground for ‘back up products’ and we wanted to breathe a little imagination and warmth into this remarkable space.
“Birds Eye has every right to own the freezer as a place of freshness and with this new platform and the help of a couple of spokes-peas I believe they will. This platform see’s the beginning of distinct and own-able assets for Birds Eye that Australia will embrace.”
The spokes-peas are expected to feature as recurring characters in future ads.
Credits
Client: Simplot
General Manager Marketing: Suzanne Harman
Head of Marketing Communication and Brand: Justin Taylor
Marketing Communications Manager: Evonne Williams
Marketing Manager: Elisabeth Argain
Senior Brand Manager: Melissa Popper
Agency: J. Walter Thompson Melbourne
Exec. Creative Director: Kieran Antill
Creative Directors: Jess Lilley & Jim Walsh
Senior Art Director: Nick Sellars
TV Producer: Katherine Muir
Print Producer: Miryana Velyanovski
Head of Planning: Simon McCrudden
Senior Planner: Brigitte Bayard
Group Account Director: Jessica Johnson
Production Company: FINCH & Blink Ink
Executive Producers: Corey Esse & Bart Yates
Directors: Jonny & Will
Producer: Claire Thompson
Producer: Claire Thompson
Offline: The Editors
VFX/Online: FINCH Post
Sound: Nylon Melbourne
Media
Media Agency: OMD
I salute the bravery of a client and creative team that would sign off on this idea and execution.
I realise that FMCG is all about making a discernible difference.
A talking pair of green, urethral meatus, is one that will remain in my mind for way longer than i hoped for.
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Unlike the peas, I can see this campaign having legs.
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