The Royals Keep It Real For REAL Wholesome Blend Campaign

The Royals Keep It Real For REAL Wholesome Blend Campaign
SHARE
THIS



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.”

REAL_Malcom low res

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.”

CREDITS
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

Please login with linkedin to comment

prc

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]