Birds Eye Explores Potato Transformation In Six Different Worlds Via JWT Melbourne

Birds Eye Explores Potato Transformation In Six Different Worlds Via JWT Melbourne
Rebecca Tilly
By Rebecca Tilly
SHARE
THIS



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

 

 

Please login with linkedin to comment

Birds Eye Deli Christine Isaac Fifty Shades of Greyhound jurlique We prep. You cook

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]