Family Chef Pork has celebrated the launch of two new, pre-prepared pork products ‘Ready to Rock BBQ Pork Ribs’ and ‘Easy Peasy Pulled Pork’ with its first ever television campaign, airing in South Australia.
Specialist agency Redhanded has created four quirky, entertaining 15 second spots demonstrating just how easy these clever meal solutions are to prepare and how delicious they are to eat.
Justin Wheatley, retail channel manager at Rivalea said the process had been an exciting one for the organisation as the campaign transitioned from a social only idea, through to a fully integrated above the line campaign.
“These TVC’s started as a series of Vines for social media, but they turned out so well and we had such strong customer engagement that we thought they would do equally well in a television campaign,” said Wheatley.
The four spots embody Family Chef’s key pillars and brand promise of ‘Healthy, tasty, easy-peasy!’ and the use of a modern day, busy, superhero mum proved an effective strategy to convey the speed and efficiency with which you can prepare a great tasting meal.
The television spots will be supported by the launch of a new social, programmatic and in-store campaign.
Wheatley added Rivalea had been working with Redhanded now for a number of years in other product categories. “Their knowledge of food production, responsible farming practices and food provenance is incredibly important with our business model. Their expertise in taking a growing regional brand and crossing the divide back into metro markets really does set them apart from other agencies.”
Redhanded managing director Jim Gall said the launch was an exciting opportunity for the Agency as it spreads its wings in to FMCG.
“As a specialist rural and regional Agency, we understand the food provenance story better than most right through the supply chain from the farm gate to the fork,” said Gall.
The new range and varieties are an exciting addition to the Family Chef range, and are now available in independent supermarkets.
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