Moving Jif Cream from the back of the cupboard to the front, Unilever has launched ‘End BBQ Neglect’, a cheeky campaign set to relaunch the product.
Following a competitive pitch, ZOO Group Sydney was tasked to reposition the heritage product to appeal to a younger generation after a 19 year marketing hiatus.
The campaign demonstrates how Jif can help save items/possessions at risk of being neglected or even worse, thrown away starting with the key issue of BBQ neglect. Be it a 2, 4 or 6 burner, or the public barbecue at the park, Jif can help keep our nation Snag Happy.
“My white converse came up a treat,” says Paul Bruce, ECD and partner at ZOO Group Sydney. “The campaign definitely moves away from the traditional spin used to sell household cleaning products and working with a client willing to test these boundaries to have some fun is always a plus,” he added.
Says Unilever ANZ Homecare Director Paul Connell: “We are excited about the campaign created with ZOO Group Sydney, and, with their creativity, the possibility of ending BBQ neglect across Australia. It’s already gaining traction and a great response from audiences that wouldn’t normally engage in the category and we’re looking forward to celebrating together on Australia Day on a shiny Bronte BBQ.”
Launched this month, the campaign runs across broadcast, digital and social.
Client: Unilever ANZ
ANZ Homecare Director: Paul Connell
Brand Manager: Krstina Nicolai
Agency: ZOO Group Sydney
Account Director: Sarah Cornish
Copywriter: Angus Loxton
Art Director: Fiona McLeod
Producer: Jasmine Coronado
Strategy: Elliott Donazzan
Executive Creative Director: Paul Bruce
Managing Director: Will Reynolds
Production Company: Paper Moose
Director: Nick Hunter
Producer: Yingna Lu
DOP: Dimitri Zaunders
Art Director: Christina Bouzios
Production Design: Amber Theron
Composition: Andrew Scott
Comedy Consultants: Jazz Twemlow & Seaton Kay-Smith
Post Production: Resolution
Sound: Uncanny Valley
Digital Production: Windsorborn