The delicate, step by step craft of transforming the humble potato to a Birds Eye Deli chip is explored through six different worlds in a new campaign by J. Walter Thompson (JWT) Melbourne.

The ‘We prep. You cook’ campaign introduces a new brand platform for the premium Birds Eye Deli chip range, showcasing the key steps of making the product through a series of unusual characters.

From potato beautifiers and a Topiarist, to an eccentric chip cutter and a mountaineer reminiscent of Edmund Hilary in the Arctic, each were chosen for their unique skill set and pictured in an equally unique environment.

Under the creative eye of Simon Harsent from The Pool Collective, the team at JWT Melbourne created six movie-like sets for each of the characters. Shot at Fox Studios, they all featured 7-metre by 3-metre hanging backdrops that were propped out mid ground with working mechanical sets.

The music was also composed with the same care; layering sounds to create a rhythmic soundscape, marching the piece to life. One ton of dirt and 320 potatoes were used to create the finished product.

The campaign comprises of a 30-second and 15-second TVC, along with point-of-sale, out-of-home and social elements, all live from this week.

JWT Melbourne creative director Jess Lilley said: “We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle.

“The concept of prep moves the conversation to one of choice over convenience. With Simon Harsent directing, we were able to beautifully execute our pride in the creation of a bloody tasty chip.”

Birds Eye’s general manager of marketing, Suzanne Harman, said: “We really loved collaborating with JWT to bring the ‘We prep. You cook.’ story to life. It really dials up the attention we put into each step of the process, and enabled us to make heroes out of every day cooks.”

CREDITS

Creative agency: J. Walter Thompson Melbourne

Executive creative director: Kieran Antill

Creative director: Jess Lilley

Senior creatives: Katie Moore and Nicholas Sellars

Senior designer: Jess Van De Vlierd

Senior planner: Brigitte Bayard

Group account director: Jessica Johnson

Account manager: Emma Rutherford-Ward

Producer: Sandi Gracin

Media agency: Initiative

Production company: The Pool Collective

Director: Simon Harsent

Executive producer: Cameron Gray

Producer: Ian Ford

Director of photography: Simon Ozolins

Music: Declan Harsent

Art director: Jamie Morris

Wardrobe: Janai Anselmi

Post-production: Dave Whittaker, The Editors 

Client: Birds Eye

Brand manager: Laine Birnbaum

Marketing communications manager: Evonne Williams

Marketing communications and branding manager: Justin Taylor

General manager of marketing: Suzanne Harman