Cummins&Partners has brought back John West’s Kodiak bear – as a celebrity chef to launch the brand’s Fiery Range.
For Ben Couzens, co-executive creative director, the logic was simple, “People like watching cooking shows and people like wild animals. We combined the two with some pretty entertaining results. And with nearly 2 million eyeballs on these films in just one week, it has struck a chord. Oh and no animals were harmed when filming…. just a couple of avocados.”
The bear prepares four John West recipes on The Lunchtime Social Feed – but being a bear, ho does things with less finesse and more brute strength. The result is rather more entertaining than the usual how-to cook video.
Ryan Willett, brand manager, Simplot Australia, noted, “This is a very competitive category and with social feeds dominated by cooking videos, using our biggest brand asset to create some cut through made a lot of sense.”
The Lunchtime Social Feed continues across Facebook, YouTube, digital and johnwest.com.au.
Credits:
Agency: Cummins&Partners
Executive creative directors: Jim Ingram & Ben Couzens
Art director: Sang Wun-Kim
Writer: Chris Ellis
Art director: Aaron Lipson
Strategy planner: James Bennett
Designer: Rowan Hammerton
Agency producer: Naomi Nienaber
Group account director: Rod Mooseek
Senior integration manager: Alisa Mezhov
Integration manager: Liz Mitchinson
Director: Nigel Camilleri, Cummins & Partners
DoP: Joel Betts
Editor: Graeme Phillips, Cummins & Partners
Sound engineer: Dylan Stephens, Risk Sound
Digital producers: Chris Lee & Tiffany Schrauwen
Digital developers: Ed Spurrier, Chris Staring
Digital designers: James Gilbert, Christine Calo
Digital planning director: Zac Martin
Digital developer: Chris Staring
PR: Mango
Account director: Amanda Sheat
Account manager: Lauren Hunt
Account coordinator, Emma Paolucci
Media: Initiative
Client: Simplot
Client director: Georgina Leslie
Client manager: Tara Ridolfi
Senior brand manager – Shelf Seafood: Stephanie Dore-Smith
Brand managers – shelf seafood: Ryan Willett & Lisa Ainsworth
