To celebrate its 50th birthday, Vogel’s has gone back to 1967 and dropped its bread price to 28 cents in a campaign promoted through a media takeover.
Marketing, advertising & media intelligence
A teacher who taught in a war zone, an environmental activist who put her body in harm's way and an unlikely speaker of Te Reo come together in a heartwarming spot that serves to showcase that being a New Zealander has less to do with the way we look and far more to do with who we are.
Newspapers love big events, as brands hoping to show their tactical advertising flair tend to gravitate towards them. That was certainly the case after the 2011 Rugby World Cup win, as it was on Monday when the team backed that performance up by beating the Aussies. But we found a few more full-pagers in a special World Cup lift-out in the Herald this week, as well as some other rugby-related efforts.
Often hardcore sports fans act if they are part of the team they are supporting. This definitely seems to be the case of football fans. When discussing how the team performed the word “we” is thrown around a lot. “We really stuck it to them this time”, “We sure came out on top in that last game”, “We caned those guys”. You get the picture. Rexona’s new ad attempts to channel this collective consciousness showing that while game day preparation for an All Black will differ significantly to that of a fan, many of their movements are similar, illustrating how 'we' (fans and players) move together. PLUS following on from our last round up, here’s the 411 on what a few other brands are up to around RWC 2015 including: Airbnb, Jockey, Vogel's, Land Rover and Steinlager.
As part of its new campaign released over the weekend via television and social media, former market leader in premium bread, Bürgen teamed up with Colenso BBDO and challenged current market leader Vogel's to a taste-off, asking consumers to compare the two breads.
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Just over two months after taking the George Weston Foods account off DDB’s hands, Cloenso BBDO has now launched a slightly risqué campaign to get the Bürgen bread range noticed. Four outdoor billboards and four 15-second TVCs, all shot in a minimalist style by photographer Tim White, comprise the campaign, which encourages consumers of all ages to break their Bürgen virginity.
2011 was a big year for Adshel, with the departure of Australian-based chief executive Steve McCarthy and marketing director Elvira Lodewick, the reinstitution of the much-loved Adshel Rally after a six-year hiatus and the added buoyancy—and, in many cases, frustration—brought to the outdoor sector by the RWC. So, take it away national sales director Nick Vile.
New Zealand likes Vogel's. And puns. And, when it comes to the rules around RWC advertising, loopholes. So it was no surprise to hear actual humans—not just marcomms insiders—commenting on how much they liked the combination of these three things in Publicis Mojo's recent work for the Goodman Fielder bread brand. In our eyes, it was one of the best outdoor campaigns of the year, so, as a tribute to impressive punmanship and supreme confidence, here's the lot of them, including a post-victory billboard that oozes smugness.
Rugby is infused into a vast array of marketing campaigns at the moment and there have already been a few savvy and seemingly legal attempts by non-sponsors to skirt the rules and cash in on the Big Rugby Event. Unashamedly patriotic bread brand Vogel's and its agency Publicis Mojo are the latest to join that cheeky anti-establishment club with another simple but very effective outdoor campaign that welcomes the tournament and offers some support to the boys.
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New Zealand Post sponsors and runs a huge number of industry events, awards and competitions. And, with Localist moving into the directories space recently, a range of new tech-related developments like Send-a-Card and some flash new data toys on offer, it's been busily going about its future-proofing business this year. So, pull up a chair and see what Fiona Woolley, manager, market engagement at Targeted Communications, had to say about 2010.
In this edition of Ads@6, the iPad shows its stuff, the Vogel's campaign keeps hitting the mark, the House of Travel inspires plenty of holiday envy, Telstra Clear and 2degrees face off with their respective monthly mobile plans and there's even an ad for Lancaster Bomber magazine.