Gourmet Garden has taken inspiration from celebrity chefs Gordon Ramsay and Jamie Oliver for its integrated campaign “Find your inner chef”.
Created by ad agency Smart, the two TVCs feature people adopting the traits of the two British chefs while using Gourmet garden herbs and spices.
The campaign will run on free-to-air TV, select food orientated pay TV channels and supported by radio, print and online.
Smart planning director Ashley Farr said: “It was identified that the opportunity was similar to that experienced by the coffee market. That is, for years people drank freeze dried and then experienced fresh coffee. So how could you capture the essence of the barista coffee both rationally and emotionally whilst not pretending it was exactly the same.
“We also identified the cultural phenomena of TV cooking shows, which spurned the habit of people emulating their favourite TV chefs in their homes.
“We needed to communicate the role and benefit of the product but get people involved in the idea and make sure it would work in multiple markets.”
Gourmet Garden Herbs and Spices was developed in the mid 1990’s by scientists who found a way to retain the colour and freshness of herbs and spices for over sixty days.
Credits: agency Smart; national planning director Ashley Farr; creative director Dan Gregory, senior art director Matt Johnstone; account director Ilyse Connery; producer David Steindl; production Orange Whip Films – Alex Mooney; director Simon MacRae.
