The tinsel is going up around the nation's shops, the Cliff Richard carol CD is being dusted off and the festive retail shouting is already underway. But rather than add to the commercial cacophony, Running with Scissors and The Good Taste Company have tried to create something of a reprieve with a campaign for its new Double-Ups range.
The Good Taste Company is part of La Bonne Cuisine, which was purchased by Heinz Watties in 2008. Running with Scissors won the Heinz Watties account back in June and this campaign is its first for The Good Taste Company.
“The past few months have been dedicated to working with the team at The Good Taste Company using our imagination and strategic processes to help grow various product portfolios. It has been an exciting and intense process and we are delighted to see the fruits of this labour come to air,” says Running with Scissors' bossman Andy Mitchell.
The work launched on Sunday with an animated TVC by The Craft Shop that uses a specifically composed soundtrack by Franklin Rd to, as a release says, "evoke a sensorial response, rather than just describing the product and taste".
Lisa Divett, creative planner at Running with Scissors, says the agency was intent on developing a campaign that provides some respite from the clamour of Christmas retail advertising.
"We wanted to conjure the feeling people are going to get when they lift the lid and taste Double-Ups, an ahhhh, a yum and a little smile,” she says. "Then to help people navigate the cluttered chiller space, we specifically designed point of sale to burst forward from the shelf. So on TV we use intrigue to draw people in and on shelf we deliberately disrupt to aid their decision making process.”
Daniel Paki, The Good Taste Company marketing manager, says the range of seven dips and hummus/hummuses/hummi with, as the ad says, "an extra burst of wow" were designed in direct response to consumers’ desire for more flavour and the campaign aims to "hero the fresh and enticing ingredients used within Double-Ups and drive awareness and brand equity in a segment that is notoriously competitive".
"Our media usage also reflects this, with strong and immersive point of sale, in-store and tasting components that complement the above-the-line activity," he says.
Good Taste Company
Andrew Stiven - Business Manager
Daniel Paki - Marketing Manager
Anna Kean - Assistant Product Manager
Running with Scissors
Lisa Divett - Creative Planner
Nicole Sykes - Art Director
Afshin Saffari - Director of Development
Edward Gunn - Ground Control
Lisa Walker - Producer
Illustration & Animation
The Craft Shop
Sound Design, Franklin Rd
Jon Cooper - Sound Designer
Nick Cunningham - Sound Designer
Penny Cooper - Producer
Jonny Barker - Account Director
Lauren Siemer - Account Manager