Of all the new brand names out there, Smug has to rise to the top. It’s the name of a Kerry Consumer Foods range of dairy products lower in saturated fat (even its whole milk and cheeses) and CO2e (climate impact from greenhouse gases). So the promise is dairy to feel smug about.
Of course, with a deluge of food promises muddying the waters, there is going to be scepticism about taste and misunderstanding of benefits for a new product category making health claims. Agency, BMB, was given the job of dispelling them. Its campaign grabs attention with the quirkiness of its characters, Jane and Larry, while it gets down to the job of relaying facts. Their food-fussiness assets to taste and a voiceover describes the product benefits.
The UK campaign will from April 30 until the beginning of June. The two 30-second commercial, directed by Joe Giacomet, will run in BVOD, digital and social media.
Vicky Southern, strategy, marketing and innovation director at Kerry Dairy Consumer Foods, stated, “Smug is a new kind of dairy that fits with how people want to eat today – conscious but uncompromising. Larry and Jane have helped us show that choosing SMUG means you can ditch the dilemma without ditching dairy altogether.”
Dave Beattie, creative director at BMB, added, “We wanted to capture that quiet moment of triumph when you realise you’ve made the smarter switch, giving a little wink to why we’re called Smug. Jane and Larry are loving life with Smug, so it only felt right to let them bask in that well-earned, self-satisfied glow.”
SMUG, which launched last year, is a completely new product and category. The products are made from blending dairy & oat and are lower in saturated fat and carbon emission than standard dairy. BMB also created the launch campaign, which showed a playful supermarket romance between cartons of oat and dairy milk that ended in the pair blending to create Smug.
Credits:
Agency: BMB
Chief Creative Officer: Laurent Simon
Managing Partner: Matt Bonny
Account Manager: Hannah Stafford
Strategy Director: Rich Harrison
Creative Director: David Beattie
Senior Producer: Michelle Prinsloo
Producer: Alisha Harrison
Editor: Rich Smith
Production Company: Cylndr
Director: Joe Giacomet
