Mayver’s peanut butter pushes its family credentials in campaign
Mayver’s has revealed its latest campaign for its gourmet peanut butter range.
The TVC, created by Communicado, features Paul Raff and his family who own the Mayver’s brand.
Communicado senior account director, Nicki Cole, said the campaign will help the brand stand out in the competitive market.
“With so many natural spreads in market, our aim was to extend the storytelling of the brand and highlight what differentiates Mayver’s from mainstream competitors,” Cole said. “The difference being Mayver’s is largely owned by ‘the Raffs’, an everyday Aussie family who genuinely love making peanut butter,” Cole said.
“Mayver’s key proposition is ‘Nothing but Goodness’, meaning nothing but natural ingredients and nourishing products for Aussie families. It was this core Mayver’s value we set out to not only communicate but embody through the use of the family behind the brand.”
Paul Raff stated: “Just like our consumers, our family life is juggling busy lives and young kids. Through this TVC we were able to capture those everyday family moments all parents cherish, like time spent together over breakfast before everyone heads to work and school.
“We’re proud to produce such high-quality, natural products and hope our passion for nourishing ours and all Aussie families shines through.”
Creative and TVC director, John Pace, said: “This meant no hard sell, just an embodiment of what makes Mayver’s different.
“That distinction is that the Raff family are their own target market, a genuine Australian family who are conscious of what they eat and what they put into the world.
“That connection between the family behind Mayver’s and the product’s consumers leant naturally to having the Raff’s front and centre in a playful portrait of their everyday life as a family. It was a bonus for everyone that the Raff’s are a very photogenic bunch with smiles for miles.”
The campaign will launch on 28 April across free to air TV, radio, digital, social and OOH.
Credits
Creative Agency – Communicado
Production – Hooves
Social Media – Tuckshop
Media Agency – Consumedia
Honestly, I think this ad is ok if not exactly groundbreaking. The family that stands behind the farmed product is not exactly a new concept. But the products, THE PRODUCTS, sell themselves. So good. The dark roasted variety is like crack. Don’t bother with bread when a spoon will do. I’ve told so many people and they’ve all agreed with me. It’s not the family story that will make this brand successful but WOM and trial. I’d be putting as much effort into leveraging that as possible.
User ID not verified.