The Royals headed to far-north NSW to find out what real honest people had to say about REAL Wholesome Blend in the agency’s first campaign for the premium fruit juice brand.
From the genuine responses of Carinda locals, they learnt that REAL Wholesome Blend tastes nothing like beer, but one of the flavour combinations does taste like carrots. Carinda is in the far north region of NSW with a population of fewer than 200 people.
With five great tasting healthy flavours, blending fruits, vegetables, exotic herbs and spices, REAL juices are a perfect dose of real goodness. REAL Wholesome Blend is a new, premium fruit juice by Lion Dairy & Drinks that’s just landed in supermarkets across Australia.
The campaign includes five 15-second online videos, print, POS, social and a brand spanking new website.
View one of the spots here:
“The launch of REAL Wholesome Blend is an important milestone for our business as we endeavour to contemporise our branded juice portfolio,” Darryn Wallace, marketing & innovations director at Lion Dairy & Drinks, said.
“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.
“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, said, “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.”
He said the campaign creative aligned beautifully with the product’s promise: delivering a refreshing dose of realness among all the posturing.
The Royals ECD Nick Cummins added, “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.”
Client: Lion Dairy & Drinks
Product: REAL Wholesome Blend
Marketing Director: Darryn Wallace
Marketing Manager: Pauline Mercier
Assistant Brand Manager: Fiona Tolliday
Agency: The Royals
Executive Creative Director: Nick Cummins
Creative Director: Stuart Nightingale
Snr. Art Director: Alberto Talegon
Snr. 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