O’Shea & O’Brien (O&O) has created the launch campaign for a new sub-range of premium frozen desserts and ice creams for Sara Lee Incredibly in Australia and New Zealand.
The campaign has executions across outdoor, transit, magazines, retail and digital/social.
Karen Ramsay, marketing manager, Sara Lee said, “The new Incredibly range is for those looking for a step up from the norm, appealing to our more foodie consumers seeking an indulgent, sensory treat or a dessert to share in a casual social gathering. O&O captured insights about our new targets and transformed them into a stunning creative campaign of enormous breadth and depth.”
The 3D billboards, tram and bus wraps, bus backs, bus sides, retail OOH panels, mall doors and national print utilised 19 different illustrated headlines against multiple products, comprising a total of 8,932 advertising panels.
Ben O’Brien, executive creative director, O’Shea & O’Brien said, “We had an incredibly good time putting together this huge campaign, all of which is based on a simple idea – if you really want something, you’ll find a reason (no matter how trifling). We worked with talented typographer Luke Lucas to make our 19 situation-relevant headlines sing, and the striking food shots are thanks to Andreas Smetana.”
Kath O’Shea, managing director, O’Shea & O’Brien said, “Sara Lee is the number one dessert brand in Australia. With this campaign, it’s been brilliant to highlight just how far Sara Lee’s appeal can extend. Our work last year – a TV led brand re-launch – established the platform for us to build upon in launching this year’s new Incredibly sub range. To look at the Sara Lee brand journey over the last few years with the success it has achieved in positioning – a contemporary, progressive and premium brand – has us simply bursting with pride”.
The campaign will run for four months from October 2015 to February 2016, with core brand messaging, as well as key retail support periods across Christmas and Australia Day.