Marketing group Perfection Fresh has launched a new campaign for Broccolini, highlighting it as a healthy ingredient for those of us who aren’t wizards in the kitchen.
The campaign, which was produced in association with creative agency Elevencom and media agency Wavemaker Brisbane, is headed by a TV spot featuring an ‘accidental chef’ in an attempt to show that Broccolini can cook itself.
The comedic execution relates back to the newest tagline for the brand: the super simple superfood.
The ad will feature 30, 15 and 6 second variants to be shown on multiple screen formats, and will extend online through targeted digital display, native, influencers and social to inspire usage occasions through recipes and ‘how-to’ content.
“Consumers are looking for healthy fresh food which tastes great and is quick and easy to prepare. Finding this balance is a challenge facing most Australian households most nights of the week,” said Luke Gibson, head of marketing for Perfection Fresh Australia.
“Broccolini® solves that tension – it’s a fresh whole food, full of positive nutrients, and deserving of superfood status. It’s also delicious from top to tail, and because it requires minimal preparation, cutting or peeling, it’s incredibly easy to cook,” Gibson said.
Here’s the 30-second video spot:
Campaign Credits:
Client: Perfection Fresh Australia
Luke Gibson, Head of Marketing
Kristie Emerson, Marketing Manager (Vegetables)
Kiran Afzal, Assistant Brand Manager
Creative: Elevencom
Jono McCauley, Creative Strategy Director
Ryan Fallowfield, Creative & Branding Director
John McLachlan, Operations Director
Daniel Crocetti, Senior Art Director
Media: Wavemaker, Brisbane
Tracey Fawcett, Group Business Director
Production: Airbag
Will Horne, Director
Alex Tizzard, Senior Producer
Sound: Take 2 Creative Audio
Greg Crittenden, Audio Engineer & Producer
