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”
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