A little ingenious J. Walter Thompson UK thinking invigorates TV advertising and the brand at the same time.
Rowntree’s was begun in 1862 by Henry Rowntree. His brother, Joseph joined in 1869, and Rowntree’s Fruit Pastilles were launched in 1881. They’re not exactly new age sweets.
But they’re very important to Rowntree’s. So much so, in fact, that the recipe is kept very secret and Fruit Pastilles have their own special team at the factory to keep conditions absolutely perfect for what begins as a fruity liquid to become a chewy sweet.
Rowntree’s was bought by Nestle in 1988. And in 2005, it made a pledged not to put artificial colours, flavours or preservatives into any of its products. Fruit Pastilles now head a family of fruit chews and gums – Fruit Pastilles, Randoms, Fruit Gums, Tooty Frooties and Jelly Tots.
The Fruit Pastille family has been an understated classic for two decades.
Not any more. It has just signed a seven figure (in English pounds) deal with Channel 4 to sponsor the 9pm film on Film 4 for a year.
And J. Walter Thompson has risen to the challenge of making that sponsorship work harder, with a series of bite-sized films that merge the worlds of film and confectionery. Each film features am extravagant rider request from a demanding film star, like a tower of Fruit Pastilles and flattering Jelly Tot portraits.
The on air debut is May 11 and will be supported by social media – in particular through the launch of a new Rowntree’s brand twitter – and outdoor executions.
The partnership begins with The American, starring George Clooney.
The deal was brokered by Lucy Hughes, the Channel 4 Sales group partnerships manager, and Glenda Goveia, the group partnerships director at ZenithOptimedia.
Creative credits:
Creative agency: J. Walter Thompson London
Executive creative director: Russell Ramsey
Creative director: Jason Berry
Creatives: James Hobbs & Jeremy Little
Agency TV producer: Nicola Mitchell
Assistant TV producer: Jenny Busby
Planner (creative agency): Richard Cottingham & Kevin Mercer
Business director: Brooke Curtis
Account directors: Lauren Nuttall & Paola Natellis
Media agency: ZenithOptimedia
Production company: 2AM
Director: Joel & Jamie
Production company producer: Alice Morris
DoP: Haris Zambarloukos
Editor: Daniel Greenway
Post production: nineteentwenty
SFX artists: Chrys Aldred & Richard Mckeand
Post-production producer: Sally Pritchett
Colourist: Julien Biard @ Finish
Sound: Sam Ashwell @ 750mph
