Undertaking a complete brand relaunch, Barnes, Catmur & Friends Dentsu has reinvigorated Simplot's Birds Eye Golden Crunch chips and what the product stands for.
The new direction includes instore, online activity and packaging, with a TVC and cinema spot, capturing the idiosyncrasies of family life, done by Jamie Lawrence from Eight.
In the 30-second TVC a mother calls out to her family that dinner is ready. Despite her best efforts, other activities such as reading, PlayStation and pruning the garden, mean her calls fall on deaf ears.
Exasperated at the wait, the mum takes a bite of a golden crunch chip causing the whole house to shake and within a second the rest of the family is sitting at the table, ready.
Mick Stalker, creative director, says he initially touched on an insight dating back to his childhood years when dinner time in his household took some mighty shouting before breaking through the barrier of adolescent teens playing Sega.
The collaboration saw Simplot combine several Dentsu agency capabilities, working not only with BC&F Dentsu but also MKTG and Vizeum.
Barnes, Catmur & Friends Dentsu
CEO: Paul Catmur
Managing Partner: Luke Farmer
Creative Director: Mick Stalker
Art Director: Rob Longuet-Higgins
Head of Production: Phil Newman
Senior Account Manager: Kate Antjoule
Marketing Communications & Brand Manager (Australia): Justin Taylor
Group Brand Manager (New Zealand): Julian Ng
Country Manager (New Zealand): Chris Buddle
Director: Jamie Lawrence
Producer: Katie Millington
General Manager: Daniel Higgins
DOP: Aaron Morton
1st AD: Gene Keelan
Production Mgr: Tim Costar
2nd AD/Runner: Suyen Goh
Unit Manager: Joey Vaessen
DOP: Aaron Morton
Focus Puller: Henry West
DIT/Split: Conrad Armstrong
Gaffer: Tony Blackwood
Grip: Gareth Robinson
LX/Grip Assist: Blair Teesdale
LX/Grip Trainee: Jackson Vari
Art Director: Tristan McLeod
Standby Props: Lucy Lithgow
Wardrobe/Makeup: Miranda Raman
Sound: Al Seconi
Safety: Deane Lucas
Post Production: Toy Box
Audio: Franklin Road
Packaging Artwork: Red Cactus