Bread, paint and frozen seafood were all made more appealing last month according to the October Colmar Brunton Ad Impact awards.
Coming in at first place was the new ad for Nature’s Fresh bread, made by Goodman Fielder. The ad plays off an exchange we all recognise all too well – a kid asking, ‘Why?’ and the parent having no bloody idea but refusing to say so.
The ad promotes the Nature’s Fresh bread recipe which contains “no E numbers or long words, so no nasties”.
Colmar Brunton says the ad’s winning combination was in managing to be both appealing and genuinely informative.
It said that by highlighting the health aspect of Nature’s Fresh over other types of bread, providing new information, consumers felt the brand delivered the main things they need from the bread category.
“The ad also scored significantly higher than our norms in terms of the points made being believable, relevant, and making the brand seem more appealing,” they said.
In close second place was Dulux with its colourful and catchy new ad for its summer paint range. Created by Clemenger BBDO, the idea of interior-design-at-a-clap-of-the-hands, combined with an irresistibly upbeat soundtrack, obviously resonated with Kiwis.
And finally, with honourable mention is Ogilvy & Mather for Sealord, which bounced back from a negatively received ad featuring reality TV star Heidi Montag to cut together an ad Kiwis enjoyed.
After releasing a TVC that contrasted Montag as a fake (the star has had a lot of plastic surgery) with Sealord seafood as the real deal, the company was forced to pull the ads after Kiwis complained that the ad was awkward and embarrassing. A replacement ad was up soon after the backlash, and New Zealand was at peace again.
“Post the hype over the original Sealord ad with TV star Heidi Montag, viewers rated the re-edit more positively, featuring real people getting real with Sealord products,” Colmar Brunton comments.