SAINSBURY’S SERVES UP TEMPTING MEALS
September 5, 2013
Sainsbury’s really understand the pleasure that good quality, well priced food brings. So AMV BBDO have created a second campaign that taps into the sensory pleasure that can be found in our favourite, everyday foods. In three TV executions, we show the simple construction of everyday meals with a twist, All of which hero products from the by Sainsbury’s Range. The first is a delicious fish finger sandwich with tartare sauce. The second a warm bacon and spinach salad with pinenuts and finally a peperoni pizza topped with fresh rocket and chilli dressing. The ads are accompanied by three equally fresh reworkings of the famous Chaka Khan track “ain’t nobody” which will be released as singles. We have also created a print campaign which will run as posters and in-store. This showcases a wider range of tempting products from the by Sainsbury’s range including; steak pie, bakewell tart, pulled pork and peanut & salted caramel ice cream.
Sainsbury’s and AMV BBDO launch Boredom Busters campaign in time for summer
July 4, 2013
The summer holidays are upon us - and if 2012 was a year like no other, then 2013 will be the year for busting boredom! This summer, Sainsbury’s have got the best offer for their customers to help them live well for less and to provide them with inspirational and financial support to entertain the kids over the long summer holidays. The Boredom Busters campaign, developed with AMV BBDO, launched on Wednesday 3rd July with the “Bumper Book of Summer” a 140 page book, jam-packed with over 60 craft, nature, active and imaginative ideas and 20 tasty recipes that families can all do together. For just £5, customers will also get a DVD, bringing the activities to life plus a poster and scrapbook with 100+ stickers to document their summer of fun. To support the launch AMV BBDO have created an entertaining 30” ad. The spot shows the kind of fun kids could be having this summer with the help of Sainsbury’s “Bumper Book of Summer”. We see groups of kids playing inventive games outside, exploring on family trips away and creating mayhem in the kitchen whilst trying out new recipes. The campaign looks to give parents ideas even within their communications. Press activity will have suggested activities for parents to pull out ; there will be treasure hunts in store using point of sale signage and there will be a wealth of interactive ideas available online. On July 24th Sainsbury’s customers will also be able to go into stores across the UK to take part in the Nectar Double Value Exchange. Customers can redeem points worth double their value in exchange for a voucher to help make days out and fun activities more affordable, whether that’s at their local swimming pool, theme parks or meals out at Café Rouge and Bella Italia. The entire Boredom Busters campaign will ensure Sainsbury’s customers can live well for less this summer. The 30” ad and print campaign will run across national TV and titles for 6 weeks.
Mariachi Doritos return this summer as rock ‘n’ roll icons!
June 10, 2013
The nation’s favourite mariachi band return to screens and stages this summer with a fresh new party anthem, slicker outfits and a bucket load of hair gel! Doritos is excited to launch its summer campaign, which sees Mariachi Doritos put their iconic Mexican stamp on the party anthem, I Love Rock ‘N’ Roll, in a flavoursome new TV advert. Doritos continues to bring the party to the party in the new advert, which sees Mariachi Doritos in full rock star attire performing the new track in a giant jukebox! Following the band’s moving rendition of East 17’s Stay Another Day, I Love Rock ‘N’ Roll is the latest instalment from Mariachi Doritos. Never before has rock ‘n’ roll looked and sounded so good. Roberto Jimenez, lead singer of Mariachi Doritos, commented: “In Mexico, rock and roll is a huge part of modern culture. I grew up listening to all the great rock bands, and watched a lot of films that really captured our edgy style. But remember, even though we’ve got a new look, we’re still the same fun-loving Mexican mariachis deep down!” The advert airs on June 10th and will run for 4 weeks
TOTAL Greek Yoghurt celebrates heritage and provenance with new creative campaign
June 7, 2013
TOTAL Greek Yoghurt is back on screen, with a brand new advertising creative to be launched during the final of ITV’s Britain’s Got Talent which airs on Saturday June 8th. The new advert, developed by AMV BBDO and placed by Total Media, asserts TOTAL Greek Yoghurt as the ‘real deal’ in a world of Greek-style pretenders, reflecting the brand’s provenance and heritage. FAGE, the brand’s owner, plans to invest significantly behind the campaign to support ambitious growth targets. Marketing Director Andrew Turton said, “British consumers are becoming savvier when it comes to food transparency. They want to know the story of their food - what’s in the products they buy and where their food has come from. They are valuing the benefit of naturally delicious and healthy foods, especially those guaranteed with a clear provenance and heritage.” FAGE UK last took to the screen in 2010, with a two year campaign, ending in 2012, the creative of which featured the colourful animated trio - Cow, Zebra and Spoonbill and contributed to 19% growth in each of the last two years. This particular campaign focused on TOTAL’s zero fat variety (TOTAL 0% Greek Yoghurt) which has become FAGE UK’s best-selling product line, amounting to two-thirds of the company’s business. However, this year’s creative follows a completely different route from previous years’ advertising and is set in Greece in 1926, the year that founder, Athanassios Filippou first opened a small dairy in Athens. The opening scene shows a cheeky young boy encouraging a cow out of its field and through a gate, subsequently rescuing it so to be rewarded by his mother with a delicious bowl of TOTAL Greek Yoghurt. At the end of the advert, viewers will hear the ringtone of a mobile phone and realise that they have been taken on a journey through present-day, rural Greece which appears to be virtually unchanged for the past 90 years. The strapline will then be revealed to read ‘TOTAL Greek Yoghurt, unchanged since 1926.’ To give the footage a characteristically older and softer look, the Director of Photography filmed with 35mm film, using vintage lenses. Multiple prints from the 35mm negative were combined and then the team at AMV BBDO went through the painstaking process of isolating specific areas of colour to pick out, in order to create the finished vintage colour film look, with some scenes actually hand painted! Andrew Turton said, “We are delighted with the outcome of the advert. Proud of its success, TOTAL is the number one yoghurt brand in Greece and is also the clear favourite Greek yoghurt brand amongst UK consumers. More and more British consumers are discovering why the Greeks, and TOTAL in particular, are rightfully world famous for their yoghurt.” TOTAL is the leading Greek yoghurt in the plain natural and Greek/Greek-style category with 17% share, and a value growth of 7% year-on-year. TOTAL 0% Greek Yoghurt is driving this growth, accounting for 70% of total sales - an increase of 5% on previous year. FAGE UK has increased its advertising spend for 2013 with media planners and launch and growth specialists, Total Media handling the buying of TV and social spend. The campaign will run for the month of June on the ITV network and will launch with a 40 second spot, however there will also be a supporting 10 second version and a 60 second online version. Running alongside TOTAL Greek Yoghurt’s TV activity will be Video on Demand (Vod) activity across ITV Player, using one of ITV’s innovative Vod formats. Ad Explore is an interactive ad format which will allow viewers to explore more of the brand’s content including video recipes, brand history and specific product information. During the broadcast of the advert, users of the Britain’s Got Talent play-along app will also experience ITV’s latest multi-screen synchronous ad innovation ‘Adsync’ which will synch with the app during the programme’s ad break, giving viewers a second screen-rich media TOTAL Greek Yoghurt experience. The campaign will also be supported by PR, Social, Word of Mouth and in store price promotions with all major retailers. A new design website will also be launched which will be in keeping with a global FAGE web template.
AMV BBDO create new Paul Whitehouse spot to launch the Aviva Drive mobile app
June 3, 2013
This week Aviva launch their latest car insurance campaign to promote the new Aviva Drive app. Aviva believes that drivers should pay an individual insurance premium based on how well they drive, not just who they are. This app has therefore been designed to save safer drivers money on their car insurance. It is available on both iPhone and Android, and uses the phone’s inbuilt GPS to measure driving based on accelerating, braking and cornering. After 200 miles of journeys Aviva Drive will give an individual driving score between 0-10 (with 10 being the safest) and calculate any personalised discount on the car insurance premium – up to 20%. Telematics already exists with ‘black box’ technology but Aviva are the first major UK insurer to launch a free and convenient mobile app which can have a direct impact on car insurance premiums, with the customer remaining in control at all times. AMV BBDO have created a campaign to support the launch of the Aviva Drive app. The ad is the latest in the on-going Paul Whitehouse campaign and another example of Aviva doing a little thing which matters to its consumers, as part of their ‘Little things matter’ campaign launch. In the new spot we see this latest character, Rodney, who looks like a ‘Hell’s Angel style’ biker but actually turns out to be a very safe driver, thereby representing consumers who often get stereotyped for their insurance based on who they are, not actually how they drive. The 30” ad opens with the leather and tattoo clad character standing next to a motorbike, but to the viewer’s surprise, he instead gets into his car and demonstrates some incredibly careful driving. Rodney proudly receives his great score on the Aviva Drive app, which we’ve learned will give him a personalised discount on his car insurance. The ad culminates in Rodney waving his wife off (she’s driving the motorbike), before uttering “wouldn’t get me on one of those things”. Our biker is in fact not a biker, but the ultimate embodiment of why you shouldn’t judge a book by its cover. The ad emphasises how the Aviva Drive app enables people to get a premium based on their driving and not just who they are according to the standard insurance parameters such as post code, age, occupation etc. This is particularly topical given the recent EU gender directive, which has removed insurance calculated based on gender. The 30” ad will be supported by a further 20” ad and will air nationally from the start of June.