Sealord, Phantom Labs, PHD and Ogilvy have combined to give a helping hand to commuters around the country by encouraging them to pick their own herb garnishes.
The campaign, which is taking place in Auckland, Hamilton, Tauranga, Wellington, Christchurch and Dunedin, is a way for Sealord to bring its ‘Want a Hand with Healthy’ campaign to life.
For those looking for ideas as to how to use the herbs, recipes have been shared on Sealord's Facebook page.
Phantom Labs, Phantom Billstickers’ in-house creative unit, created herb box shelving which sit on large format posters on busy streets.
Melissa Butler, head of marketing at Sealord, says with so much media bombarding consumers, creating some disruption was important to get cut through with its new campaign.
“Phantom took the brief and worked closely with PHD, Ogilvy and Sealord to bring an idea to life where we added real herbs to large format street posters. We thought the idea of being able to pick your own herbs totally supported our healthy eating proposition. Nothing was ever a problem, and Phantom worked under very tight deadlines to make it happen...we’re very excited to see the results of this campaign."
PHD was appointed as the media agency for the Sealord account in January.
At the time, general manager New Zealand at Sealord Stu Yorston said the partnership between PHD and Sealord reflects its focus on how the company leverages media to support its goal of helping to lift the nation’s health through good nutrition.
This goal was first seen in June last year through a campaign called 'Be Like a Fish'. Its hero TVC follows a father and daughter as they learn to swim in an effort to demonstrate the empowerment and self-confidence one can achieve through a healthy lifestyle.
The street campaign has similarities with Lewis Road Creamery's launch of its new breakfast drink which was executed by Phantom Labs in April. Phantom attached bespoke shelving to super-sized posters with passers-by in Auckland and Wellington able to pick up the full-sized version of the breakfast drinks on their morning commute.