A dollop of food porn mixed in with a dash of “I want what they’re having” and a sprinkling of fun VFX introduce Smell the Delicious to Australia. Bastion Creative’s new brand platform and campaign for Continental Sensations’ gourmet seasoning range stands on the insight that aroma trumps all other senses in driving appetite appeal and food enjoyment.
A priority for the agency was to find a long-term brand platfom. Bastion creative managing partner, Ana Lynch, commented, ‘The need was to identify an insight into how all products under the brand play a role in enhancing food enjoyment at home. The insight into the hierarchy of senses and the role aroma plays was the key to that.”
Amanda Russo, brand manager – foods at Continental, added, “We’re really excited about this campaign. It performed exceptionally well in pretesting – an outstanding result, that is one of our best to date. Consumer’s love its uniqueness and sense of fun, and the results suggest it will be a strong and differentiated platform to build the Continental brand in a crowded market.’
The campaign will run for four months across TV, digital and print.
Credits
Client: Unilever
Brand Managers – Foods: Carmen Younis & Amanda Russo
Agency: Bastion Creative
Managing Partner: Ana Lynch
Group Account Director: Caz O’Neil
Art Director: Mark Cole
Senior Copywriter: Mike Guegun
Executive Producer: Stephanie Ceccaldi
Production Company: TIPC
Director: Jean Danoy
