Carolyn Creswell, food entrepreneur and one of the experts on TEN’s Recipe To Riches, is the star in the first-ever television advertising campaign for her company, Carman’s Fine Foods.
The campaign was produced by Network Ten’s creative solutions division, Generate. It tells the story of the growth of Carman’s Fine Foods from a business Creswell bought for $1,000 when she was just 18, to an award-winning, international business that owns the number one selling muesli brand on Australian supermarket shelves.
The campaign highlights the passion and commitment of Creswell and her staff to creating products with natural ingredients that people can be proud to share with friends and family. It builds an emotional connection with the consumer, draws attention to the new Carman’s packaging and features a cross-section of people who reflect Carman’s customers, including Creswell’s four children and husband.
The Carman’s campaign launched on November 2. Carman’s media agency Huckleberry provided brand consultation and strategy on the campaign.
Carman’s recently celebrated its 20th anniversary and exports its products to 32 countries.
“I can’t actually believe that Carman’s has grown to the point that we’ve got something as massive as this happening for our, I still think, little brand,” Creswell said. “I’m just as proud today as I was 20 years ago.”
Melissa Fein, national head of Generate, said: “We were really pleased to be able to support Carman’s first foray into television advertising by writing and producing content that reflects the high quality of their brand.”
Megan Kay, group business director at Huckleberry, said: “We identified a great opportunity to build on Carolyn’s involvement as an expert on TEN’s Recipe To Riches to promote not only the Carman’s range, but also highlight the brand’s entrepreneurial spirit that it shares with the show.”