7 June, 2018

The Natural Confectionery Co. Unveils Playful New Brand Campaign Via Ogilvy Melbourne

By Adam Freedman

The Natural Confectionery Co. has brought everyone’s favourite dinosaurs to life in the brand’s latest campaign via Ogilvy Melbourne.

‘The Dino Pack’ campaign features the brand’s most distinctive and colourful assets. The Natural Confectionery Co. dinosaurs and the characters on the pack star as Greg the Stegosaurus, Bronte the Brontosaurus and Rex the T-Rex, with special appearances from Steve the Snake.

The campaign brings to life playful fun through dinosaur characters, with the intent to resonate particularly with adult consumers who represent a large segment of the overall category.

It tells the story of three dinosaur friends gathering in the kitchen, as Greg the stegosaurus unwittingly turns carnivore thanks to a delicious pack of The Natural Confectionery Co. dinosaurs.

The campaign features TVCs, online content and bite-sized social posts where the cheeky characters hang out, chat and occasionally pick on each other as mates do. The first TV spot, titled ‘Herbivore’, is now live in Australia and launches on Sunday 10 June in New Zealand.

Ashley Barton, senior brand manager at The Natural Confectionery Co., said the creative inspiration for the campaign was built on understanding why consumers love treating themselves with lollies.

“We found that people – regardless of age – enjoy lollies because they’re a fun treat,” she said.

“We think this campaign is a real opportunity for us to connect with them, whilst also reinforcing our functional message of no artificial colours or flavours.

“Adults need a little more fun in their lives, so we have made a strategic decision to target these consumers, using our dinosaur characters from our packs that everyone knows and loves.”

Ogilvy Melbourne creative directors Josh Murrell and Sharon Condy said the chance to create distinctive and loveable characters for the iconic brand was irresistible.

“When we started the creative journey, we quickly realised the biggest brand assets are the characters on pack,” they said in a joint statement.

“We challenged ourselves to bring them life in an unforgettable way”

CREDITS

Client: The Natural Confectionery Co.

Associate director: Rohin Rosman

Senior brand manager: Ashley Barton

Assistant brand manager: Hazel Alexander

Creative: Ogilvy Melbourne

Executive creative director: David Ponce de Leon

Creative directors: Josh Murrell and Sharon Condy

Creatives: Zac Blakemore and Grga Calic

Producer: Alana Teasedale

Account director: Bianca Kerr

Account manager: Catherine Martyn

Group account director: Danielle Chapman

Head of strategy: Virginia Pracht

Production: The Pound

Director: Dogboy

Sound production: Production Alley

Editing and online: The Editors

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