New Zealand farmers, transporters and butchers go to great lengths to make the lamb cuts on your dinner table look mouth-watering. It's anything but easy to produce great meat, as Silver Fern Farms' new brand campaign from Colenso BBDO shows.
The lamb, beef and venison farmers co-operative's campaign takes an unaware city-dweller through what it takes to create good meat (of course leaving out the slaughterhouse and abattoir for good taste).
“We do all the hard work, so all they need to do is pop them in the pan. It’s all about giving consumers confidence they can accomplish a great outcome, with ease, every time,” says the very appropriately-named general manager of marketing Sharon Angus.
A 45-second TVC and two 15-second ads started airing on Sunday and will be followed by three more 15-second ads later this year. The TVCs were shot in November last year in Canterbury's Banks Peninsula, with filming directed by Robert Sarkies of Capital City Films (Two Little Boys, Scarfies).
This is the first new brand campaign from Silver Fern Farms since 2009 (also from Colenso), which saw the first appearance of its bucket hat-wearing mascot farmer.
Accompanying the TVCs are digital promotions to promote the revamped Silver Fern Farms website, in-store promotions including flags and recipe booklets, and a cooking event with celebrity chef Annabel Langbein.
Silver Fern Farms sells into the Tesco grocery chain in the UK. Angus says the digital elements will be used overseas, but the TVC is New Zealand-focused.
Client: Silver Fern Farms
General Manager Marketing: Sharon Angus
Marketing Manager: Nicola Johnston
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Art Directors: James Tucker/Brett Colliver
Copywriter: Simon Vicars
Group Account Director: Jo Underdown
Account Manager: Dave Munn
Account Executive: Courtney Herbert
Planner: Sue Gill
Agency Producer: Katie Knight
Production Company: Capital City Films
Director: Robert Sarkies
Production Company Producer: Julia Elstone
Online Editor: Digital Sparks
Music and Sound: Liquid Studios