DB Export 33's recent campaign tried to prove that men were doing women a favour by drinking low-carb beer. And now Tegel and DraftFCB are doing their bit to inspire better inter-sex relations with a 45 second TVC to prompt the lads to roast up a few more chooks.
According to a release, the new Tegel campaign, which was shot by Curious Film's Robin Walters and finishes with the line 'the meal man does best', encourages men to give their ladies a break from cooking by whipping up the "fail safe, yet supremely impressive" roast chicken for dinner.
"How does this help men? In a survey undertaken by Tegel, a quarter of women said they would feel more affectionate towards their partners if they cooked regularly, with a further third of those with kids under five revealing they would find him sexier."
When we spoke with DraftFCB's group account director Toby Sellers after it won the Tegel business in a pitch, he said the agency was pretty excited about the win, as it was one of the household Kiwi brands that it loves working with and it would be able to apply its research on New Zealand's cultural codes to find ways of changing people's purchase behaviour.
Sellers says chicken is still the most consumed protein in New Zealand, but there's plenty of competition now, with the high dollar impacting on export demand for lamb and making it more affordable for domestic shoppers and recent attempts from the pork industry to move 'the other white meat' up the fleshy chain.
DraftFCB is working with Tegel on a fully integrated basis and partnering across creative, media planning and buying and public relations and, as evidenced by the work done on Driving Dogs and Mitre 10's 'Easy As', Sellers says this when the agency does its best work as it can "look at the whole picture" and come up with the best solution.
Let's hope this remix can be incorporated into the campaign somewhere.
Rose France, Group Marketing Director, Tegel Foods
Brenda Galbraith, Marketing Manager, Fresh, Tegel Foods
Film Company – Curious
Director – Robin Walters
Film Company Producer – Andy Mauger
Sound Design/Audio Mix – Craig Matuschka @ Liquid Studios
Music Composition – Peter van der Fluit @ Liquid Studios
ECD – Regan Grafton
Copywriter – Peter Vegas
Art Director – Christiaan van Noppen
GAD – Toby Sellers & Jane Wardlaw
AE – Anna Hampton
Head of Content – Pip Mayne
Agency Producer – Casey King