Australian natural spread company Mayver’s has unveiled a new TVC to highlight the family behind its much-loved brand.
The campaign was developed by Communicado alongside creative director John Pace as an evolution to the agency’s 2015 TVC.
Communicado senior account director, Nicki Cole, says the evolution was crucial to standing out in what is an increasingly competitive category.
Cole said: “With so many natural spreads in market, our aim was to extend the storytelling of the brand and highlight what differentiates Mayver’s from mainstream competitors.
“The difference being Mayver’s is largely owned by ‘the Raffs’, an everyday Aussie family who genuinely love making peanut butter.”
She added: “Mayver’s key proposition is ‘Nothing but Goodness’, meaning nothing but natural ingredients and nourishing products for Aussie families.
“It was this core Mayver’s value we set out to not only communicate but embody through the use of the family behind the brand.”
Mayver’s owner and face of the campaign Paul Raff says the TVC captured their family perfectly.
Raff commented: “Just like our consumers, our family life is juggling busy lives and young kids.
“Through this TVC we were able to capture those everyday family moments all parents cherish, like time spent together over breakfast before everyone heads to work and school.
“We’re proud to produce such high quality, natural products and hope our passion for nourishing ours and all Aussie families shines through.”
Creative and TVC director, John Pace, says the core idea was to create something that was authentic, uncomplicated and satisfying – just like Mayver’s.
Pace said: “This meant no hard sell, just an embodiment of what makes Mayver’s different.
“That distinction is that the Raff family are their own target market, a genuine Australian family who are conscious of what they eat and what they put into the world.
“That connection between the family behind Mayver’s and the product’s consumers leant naturally to having the Raff’s front and centre in a playful portrait of their everyday life as a family.
“It was a bonus for everyone that the Raff’s are a very photogenic bunch with smiles for miles.”
The integrated campaign includes a 30 and 15 second TVC, which launches April 28 on free-to-air and follows the shopper journey with strategic radio, digital, social and Ooh outdoor media placement to reach consumers at all touchpoints.
Creative Agency – Communicado
Production – Hooves
Social Media – Tuckshop