Patties has teamed with BWM Isobar (a dentsu company) to release its first major, national integrated ad campaign “Reason to Party” since the late ‘80s, applying the feeling of a party to a diverse range of occasions in a modern and witty take on the much-loved, heritage brand.
Known for its memorable P-P-Patties commercial with Bob Hawke in the 1980s, Patties’ new campaign “Reason to Party” will be integrated across OOH, television, social media, and radio with comedian David Lawson voicing the audio campaign.
The campaign embraces everyday moments as a time to indulge in an iconic Patties party pie and follows a number of circumstances including a boy home alone from school, and a boyfriend whose vegan girlfriend is away for the weekend.
Each scenario depicts how these potentially mundane moments can become a “Reason to Party” with Patties.
As a brand, Patties is known for their party pies which are often associated with just that, a party. At the heart of the “Reason to Party” campaign was bringing to life the instant feeling of a party that Patties can inject into any occasion.
“We know Patties is the national go-to brand for a party, loved by Australians for decades. This campaign takes a witty approach to celebrate the broader range of everyday moments that Patties is also an important part of,” said Patties Foods Group general manager of marketing and innovation, Anand Surujpal.
“This creative execution will resonate with a diverse demographic to revitalise a much-loved category while also building brand engagement for Patties.”
In conjunction with the advertising campaign, Patties will launch a brand-new product innovation, using world-first technology to reimagine the iconic sausage roll.
“As category leaders, we are constantly raising the bar, and this new product is no exception. We’re excited for what it will achieve not only for Patties, but the category as a whole, driving excitement around genuine innovation,” said Surujpal.
BWM isobar Melbourne creative directors Ruben Cirugeda and Scotty Glennon said they were, “excited to bring a fun, fresh take on such an iconic Aussie brand.”
“Patties Party Pies and sausage rolls have been synonymous with family gatherings and childhood memories since the ‘60s, so we were pumped to be a part of this brand refresh by launching a new brand platform and bringing a modern twist to everyone’s favourite.”
“Party pies are a fun food. Who doesn’t want a bit more fun in their life? If the number of party pies inhaled on the shoot is anything to go by, everyone’s well and truly up for it”.
