Supermarket shelves are brimming with sauces and dressings – the things you pop into your basket with the pre-prepared vegies and salads. Because this year, “busy people on the go” are everypeople.
But this year, fresh is the second most important word in everypeople’s vocabulary. So Birch & Waite’s new agency, Affinity, has zeroed in on the thing that makes the brand’s sauces and dressings stand out…
They’re not on the supermarket shelves –they’re in the fresh food fridges.
And to stand out from the usual food product ads that tend to be ho hum at best – and let’s not overlook that this one crams a lot of product into its story – Affinity has ad a ‘fresh’ twist – a little romcom – into the story. Which Curious Film has delivered with flair.
David Charles, general manager at Birch & Waite commented, “We couldn’t be happier with the work that has been developed with Affinity, they truly understand our brand and the challenges it faces. Their strategic and creative guidance has helped create an engaging and memorable campaign that we believe will resonate with Australian shoppers and help get more people heading to the chiller section for Birch & Waite.”
Affinity picked up strategy, creative and media duties for Birch & Waite in August after a three-way pitch, beating incumbent STW’s EVO and The Armoury.
Campaign credits
Agency: Affinity
Head of strategy: Angela Smith
Creative director: Marcus Tesoriero
Art director: Charles Grant
Copywriter: Marcus Tesoriero
Senior business director: Cheyne Oxford
Business manager: Jaclyn Campbell
Business executive: Thomas Smyth
Production Company: Curious Film
Directors: Matthew Zeremes & Guy Edmonds
Producer: Peter Grasse
