Sophie Falkiner fronts new campaign for MeadowLea
TV presenter Sophie Falkiner is fronting a new campaign for MeadowLea.
The campaign encourages families to swap their butter for MeadowLea, which the brand claims will save each family member 2.5kg of saturated fat a year.
Called the Plant Seed Promise, participating families will help MeadowLea build gardens in children’s hospitals.
The first garden, at St George Hospital in New South Wales, will be opened by Falkiner and dietitian Karen Kingham in February.
The campaign will be supported by PR, digital activity, point of sale, advertorials, word of mouth and experiential teams in shopping centres.
John Chatterton, marketing Director, home ingredients at Goodman Fielder, said: “The Plant Seed Promise is about educating mums to make a healthier choice when choosing the spread that they put on their family’s toast and sandwiches. It’s an exciting initiative that spans across multiple channels and includes a charity element, which will brighten up some of the biggest children’s hospitals in Australia.”
Colin Watts, creative director of brand agency Jack Watts Currie said: “Rejuvenating such an iconic brand that has always been the champion of Australian mums whilst communicating important dietary advice to create behaviour change was a huge challenge for the entire team and they oughta be congratulated.”
Karla Pritchard, managing partner of comms strategy agency Naked added: “Using Naked’s behaviour change thinking, we helped develop this campaign to encourage mums to take action and make the Plant Seed Promise to benefit their family and children’s hospitals across the country.”
Credits:
Client: Goodman Fielder Home Ingredients, MeadowLea
Communications strategy: Naked Communications, Jack Watts Currie
Creative: Jack Watts Currie
PR agency: Naked Communications
Experiential agency: Concept by Jack Watts Currie, implementation by Naked Communications
Media agency: Ikon
POS: 30thirty
WOM: Soup
I love the idea. Cant wait to see it in action. Great work getting Sophie involved, sheis great talent, perfect fit.
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If you’d ever seen how margarine was made you wouldn’t let it in your house, let alone EAT the stuff.
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Benster: I doubt processing plant seeds would be any less appealling than the farm to shelf journey of butter.
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Sophie does the hot mum thing perfectly.
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I switched from polyunsaturated fats (like those found in the manufactured product named margarine) to saturated fats (like those found in the all natural product, named Butter) 12 months ago. Now my blood pressure, and cholesterol are finally back to normal. I won’t be buying margarine, regardless of how pretty and well known the spokes person is.
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Wasn’t the seeds and kids garden incentive done already for frozen food company? but schools got the benefit…
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How good is that! A great campaign using carrot and stick
1) Everyone loves plants
2) Saturated fat is bad for you
Use our product – help plant a garden (good) and avoid burdening your kids with saturated fats – mum can’t lose! The best part is that this campaign creates a point of differentiation in a crowded market, avoids any issues of health concerns about margarine and doesn’t even mention taste.
It won’t get me to buy the product but I think the creatives are brilliant.
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this is a great ad, saw it this morning on nine and thought it was brilliant. I think they have nailed the margarine vs butter message with the depiction of the kids carrying fat. Well done.
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The original plant seed campaign was excellent and went a long way to countering the negative propaganda peddled by the dairy industry about the ingredients (supposed chemicals) in margarine, especially the ludicrous claim that margarine is originally grey and artificially coloured yellow.
Hopefully more and more people will switch to margarine thanks to ads like this and the health benefits will flow once it is realised how diabolically unhealthy butter and other dairy products really are.
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Are you serious!?!? … This is soooo misleading and just plain WRONG! I will NEVER feed my kids margarine (POISON). When will the nonsense stop – Sophie should really do some research before putting her name to a product – Shame on her 🙁
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