Patties launches new ‘Reason to Party’ campaign via dentsu’s BWM isobar

April 5, 2022 2:54

Patties has released its first major, national integrated advertising campaign “Reason to Party” since the late ‘80s via dentsu’s BWM isobar.

Known for its memorable P-P-Patties commercial with Bob Hawke in the 1980s, Patties’ new campaign, “Reason to Party”, will be integrated across OOH, television, social media, and radio with comedian David Lawson voicing the audio campaign. It started running on the1st April 2022 and will end on the 1st October 2022. The video clips are 30 seconds and 15 seconds long.

The campaign embraces everyday moments as a time to indulge in an iconic Patties party pie and follows a number of circumstances including a boy home alone from school, and a boyfriend whose vegan girlfriend is away for the weekend. Each scenario depicts how these potentially mundane moments can become a “Reason to Party” with Patties.

Patties Foods Group general manager of marketing and innovation, Anand Surujpal said: “We know Patties is the national go-to brand for a party, loved by Australians for decades. This campaign takes a witty approach to celebrate the broader range of everyday moments that Patties is also an important part of. This creative execution will resonate with a diverse demographic to revitalise a much-loved category while also building brand engagement for Patties.”

In conjunction with the advertising campaign, Patties will launch a brand-new product innovation, using world-first technology to reimagine the sausage roll.

“As category leaders, we are constantly raising the bar, and this new product is no exception. We’re excited for what it will achieve not only for Patties, but the category as a whole, driving excitement around genuine innovation,” added Surujpal.

BWM isobar Melbourne creative directors, Ruben Cirugeda and Scotty Glennon, commented: “We are so excited to bring a fun, fresh take on such an iconic Aussie brand. Patties Party Pies and sausage rolls have been synonymous with family gatherings and childhood memories since the ‘60s, so we were pumped to be a part of this brand refresh by launching a new brand platform and bringing a modern twist to everyone’s favourite.

“Party pies are a fun food. Who doesn’t want a bit more fun in their life? If the number of party pies inhaled on the shoot is anything to go by, everyone’s well and truly up for it”.

BWM isobar is a result of isobar being folded into creative agency BWM dentsu, which happened in June of last year.

Campaign Credits:

Creative Agency -BWM isobar (a dentsu company)
Media Agency – BWM isobar (a dentsu company)
Production Company – Guilty
Photographer- Chris Budgeon

Managing Director – Belinda Murray
Executive Creative – Director Dan Saunders
Creative Director – Ruben Cirugeda
Creative Director – Scotty Glennon
Senior Account Director – Lauren Benezra
Account Manager – Travis Jordon
Media Director – Will Giles
Media Manager – Courtney Sombekke
Agency Senior Producer – Sim Greentree
Director – Tony Rogers
Producer – Jason Byrne
Line Producer – Victoria Schaw
Production Coordinator – Jack Davies
DOP – Anna Howard
Photographer – Chris Budgeon

Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

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