The delicate, step by step craft of transforming the humble potato to a Birds Eye Deli chip is explored through six different worlds in a new campaign by J. Walter Thompson (JWT) Melbourne.
The ‘We prep. You cook’ campaign introduces a new brand platform for the premium Birds Eye Deli chip range, showcasing the key steps of making the product through a series of unusual characters.
From potato beautifiers and a Topiarist, to an eccentric chip cutter and a mountaineer reminiscent of Edmund Hilary in the Arctic, each were chosen for their unique skill set and pictured in an equally unique environment.
Under the creative eye of Simon Harsent from The Pool Collective, the team at JWT Melbourne created six movie-like sets for each of the characters. Shot at Fox Studios, they all featured 7-metre by 3-metre hanging backdrops that were propped out mid ground with working mechanical sets.
The music was also composed with the same care; layering sounds to create a rhythmic soundscape, marching the piece to life. One ton of dirt and 320 potatoes were used to create the finished product.
The campaign comprises of a 30-second and 15-second TVC, along with point-of-sale, out-of-home and social elements, all live from this week.
JWT Melbourne creative director Jess Lilley said: “We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle.
“The concept of prep moves the conversation to one of choice over convenience. With Simon Harsent directing, we were able to beautifully execute our pride in the creation of a bloody tasty chip.”
Birds Eye’s general manager of marketing, Suzanne Harman, said: “We really loved collaborating with JWT to bring the ‘We prep. You cook.’ story to life. It really dials up the attention we put into each step of the process, and enabled us to make heroes out of every day cooks.”
Creative agency: J. Walter Thompson Melbourne
Executive creative director: Kieran Antill
Creative director: Jess Lilley
Senior creatives: Katie Moore and Nicholas Sellars
Senior designer: Jess Van De Vlierd
Senior planner: Brigitte Bayard
Group account director: Jessica Johnson
Account manager: Emma Rutherford-Ward
Producer: Sandi Gracin
Media agency: Initiative
Production company: The Pool Collective
Director: Simon Harsent
Executive producer: Cameron Gray
Producer: Ian Ford
Director of photography: Simon Ozolins
Music: Declan Harsent
Art director: Jamie Morris
Wardrobe: Janai Anselmi
Post-production: Dave Whittaker, The Editors
Client: Birds Eye
Brand manager: Laine Birnbaum
Marketing communications manager: Evonne Williams
Marketing communications and branding manager: Justin Taylor
General manager of marketing: Suzanne Harman