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Reading: Affinity Launches Fresh First Campaign For Sauce Brand Birch & Waite
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B&T > Media > Affinity Launches Fresh First Campaign For Sauce Brand Birch & Waite
Media

Affinity Launches Fresh First Campaign For Sauce Brand Birch & Waite

Tim Addington
Published on: 17th November 2015 at 10:25 AM
Tim Addington
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Fresh sauces and dressing producer Birch & Waite has launched its first ever consumer brand activity from tech-driven media and creative agency Affinity following its appointment to the business earlier this year.

The ‘Passion for Fresh’ campaign targets grocery shoppers who are seeking quality and taste. Led by programmatic video and digital display, it drives home the message that Birch & Waite mayonnaises and dressings are made only from fresh ingredients and that’s why they’re only available in the fresh produce fridge at Woolworths supermarkets.

Birch & Waite is a choice of Australian chefs – and the executions highlight that the same great tasting, quality ingredients used by chefs are now available to all grocery shoppers.

https://vimeo.com/145577538

David Charles, general manager at Birch & Waite said: “We couldn’t be happier with the work that has been developed with Affinity, they truly understand our brand and the challenges it faces. Their strategic and creative guidance has helped create an engaging and memorable campaign that we believe will resonate with Australian shoppers and help get more people heading to the chiller section for Birch & Waite.”

Affinity picked up strategy, creative and media duties for Birch & Waite in August following a three-way pitch, beating incumbent STW-owned agency EVO and The Armoury.

Luke Brown, CEO at Affinity said: “We literally love the Birch & Waite brand (it’s in our fridge at home and work) so it’s a real honour to be able to introduce it to the Australian public. Being able to work in close partnership with David and his team has allowed us to bring the brand to life and inject some real personality into a previously bland category.”

The 45 seconds spots with 30 second cut downs were directed and produced through Curious Film.

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Tim Addington
By Tim Addington
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Tim Addington is a communications professional with decades of experience in journalism and public relations across leading newspapers, magazines, and agencies in the UK, Middle East, and Australia. He is the founder and Director of TAG PR. Tim's extensive career includes serving as the head of Publishers Australia and Communications Director at independent Sydney advertising agency The Works. Tim was the Associate Publisher and Editor of B&T from 2007 to 2012. Prior to his time in Australia, he worked as the launch News Editor and then Editor of Campaign Middle East. He began his career at London’s largest news press agency before moving on to UK national daily newspapers. Tim is also an active participant in the industry, regularly moderating at conferences and serving as a judge for the CommsCon, Mumbrella, and B&T Awards.

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