How real is an endorsement campaign that uses the opinions of the locals in Carinda, a tiny town in far-north NSW with a population of fewer than 200 people.

These people are real, honest Aussies.

And the agency “went a really long way to find real honest people, to ask them what they really thought about Real Wholesome Blend.”

“Who’s not tired of being told they could be more healthy? The juice category traditionally glamorises an aspirational, but expected lifestyle image, using over-polished stock shots of fruit salads, perfectly condensing bottles and yoga mats. Carinda’s a long way away and we’re proud of the effort we’ve gone to in making this campaign feel as real as possible,” The Royals’ creative partner, Nick Cummins, explained.

Real Wholesome Blend is Lion Dairy & Drinks’ new premium fruit juice range. And according to the Carinda locals Celery & More “tastes nothing like beer”, in Mango & More “you can taste carrot. I like carrots,” and “If you’re into that sort of stuff (Spinach & More) then I’d recommend it to you”.

The campaign includes five 15-second online videos, print, POS, social and a brand spanking new website.

“The launch of Real Wholesome Blend is an important milestone for our business as we endeavour to contemporise our branded juice portfolio,” stated Darryn Wallace, marketing & innovations director at Lion Dairy & Drinks.

“We set out to create a new premium specialty juice brand that would answer the increasing demand for exotic and different ingredients across fruits, vegetables, herbs and spices. We also wanted to bring a new and exciting approach to advertising the brand.”

Wallace added, “We both strongly believed in the idea of letting people share their experience as they saw it, in a real and authentic manner. I think we have captured this in the campaign.”

Steve O’Farrell, managing partner at The Royals, commented, “The most challenging part of the brief was how to move the needle on sales quickly. Research told us that early adopters’ tastes were constantly shifting – they’re looking for authentic product experiences in a category awash with social influencers pushing falsified realities.”

Credits:

Agency: The Royals

Executive creative director: Nick Cummins

Creative director: Stuart Nightingale

Senior art director: Alberto Talegon

Senior copywriter: Gareth Sweet

Filmmaker: Qiao Li

Communications director: Andrew Reeves

Strategist: Chrissie Malloch

Account managers: Navin Arunasalam & Hugh Simpson

Designer: Kenneth Sum

Creative technologist: Paul Broomfield

Producer: Jess O’Farrell

Photographer: Jay Hynes

Client: Lion Dairy & Drinks

Marketing director: Darryn Wallace

Marketing manager: Pauline Mercier

Assistant brand manager: Fiona Tolliday