Ogilvy Melbourne has unveiled its first campaign for new client Melbourne Food and Wine Festival as the annual foodie event rapidly approaches.
The ‘Discover Something New’ campaign is designed to attract both a younger and broader audience to the yearly food and wine extravaganza.
It is the first work for the Festival Ogilvy has released since it took over the account from Clemenger BBDO Melbourne last year, as revealed by B&T.
Michael McEwan, Ogilvy Melbourne’s general manager, said: “This campaign aims to get the message across that the Melbourne Food and Wine Festival is the perfect opportunity to explore, discover and find that something new.
“Through the use of artistic and sophisticated imagery, along with cutting edge technology and promotions, we hope to also capture the attention of a whole new audience by positioning consumers as the new explorers.”
The campaign includes a TVC (below), cinema and outdoor advertising, digital display and press.
An ‘Explorers’ App which utilises “first-to-Australian technology” designed by creative technologists at fellow STW Group agency DT is set to be launched the week before the festival with more details to be released shortly.
A selection of limited edition posters have also been created to be displayed in the Festival’s participating cafes and restaurants.
Brendon Guthrie, Ogilvy Melbourne’s ECD, described the posters as “limited edition pieces of art, each hand-printed and hand-numbered to reflect the sophisticated nature of the Festival”.
“The entire campaign and creative execution is a charming celebration of what it means to be curious about food and wine, and one we hope will leave our target market unanimously feeling that this is their festival,” he added.
On the Fesitval’s need to woo younger generations CEO Natalie O’Brien said: “The Festival is just as much about socialising as it is about food, so we’ve also created some promotional adventures for these explorers to take advantage of, to really capture a younger generation.”
The Melbourne food and Wine Festival runs from February 28 until March 16.