The Royals Keep It Real For REAL Wholesome Blend Campaign

The Royals Keep It Real For REAL Wholesome Blend Campaign

The Royals headed to far-north NSW to find out what real honest people had to say about REAL Wholesome Blend in the agency’s first campaign for the premium fruit juice brand.

From the genuine responses of Carinda locals, they learnt that REAL Wholesome Blend tastes nothing like beer, but one of the flavour combinations does taste like carrots. Carinda is in the far north region of NSW with a population of fewer than 200 people.

With five great tasting healthy flavours, blending fruits, vegetables, exotic herbs and spices, REAL juices are a perfect dose of real goodness. REAL Wholesome Blend is a new, premium fruit juice by Lion Dairy & Drinks that’s just landed in supermarkets across Australia.

The campaign includes five 15-second online videos, print, POS, social and a brand spanking new website.

View one of the spots here:

 

“The launch of REAL Wholesome Blend is an important milestone for our business as we endeavour to contemporise our branded juice portfolio,” Darryn Wallace, marketing & innovations director at Lion Dairy & Drinks, said.

“We set out to create a new premium specialty juice brand that would answer the increasing demand for exotic and different ingredients across fruits, vegetables, herbs and spices. We also wanted to bring a new and exciting approach to advertising the brand.

“We both strongly believed in the idea of letting people share their experience as they saw it, in a real and authentic manner. I think we have captured this in the campaign.”

REAL_Malcom low res

Steve O’Farrell, managing partner at The Royals, said, “The most challenging part of the brief was how to move the needle on sales quickly. Research told us that early adopters’ tastes were constantly shifting – they’re looking for authentic product experiences in a category awash with social influencers pushing falsified realities.”

He said the campaign creative aligned beautifully with the product’s promise: delivering a refreshing dose of realness among all the posturing.

The Royals ECD Nick Cummins added, “Who’s not tired of being told they could be more healthy? The juice category traditionally glamorises an aspirational, but expected lifestyle image, using over-polished stock shots of fruit salads, perfectly condensing bottles and yoga mats.

“Carinda’s a long way away and we’re proud of the effort we’ve gone to in making this campaign feel as real as possible.”

CREDITS
Client: Lion Dairy & Drinks
Product: REAL Wholesome Blend
Marketing Director: Darryn Wallace
Marketing Manager: Pauline Mercier
Assistant Brand Manager: Fiona Tolliday
Agency: The Royals
Executive Creative Director: Nick Cummins
Creative Director: Stuart Nightingale
Snr. Art Director: Alberto Talegon
Snr. Copywriter: Gareth Sweet
Filmmaker: Qiao Li
Communications Director: Andrew Reeves
Strategist: Chrissie Malloch
Account Managers: Navin Arunasalam & Hugh Simpson
Designer: Kenneth Sum
Creative Technologist: Paul Broomfield
Producer: Jess O’Farrell
Photographer: Jay Hynes




Please login with linkedin to comment

prc

Latest News

Canva Unveils Enterprise Era With Powerful New Workplace Products Debuted At Canva Create
  • Media

Canva Unveils Enterprise Era With Powerful New Workplace Products Debuted At Canva Create

At its first international Canva Create event in Los Angeles today, Canva, the world’s only all-in-one visual communication platform, accelerated its focus on the enterprise, debuting the platform’s biggest overhaul in a decade alongside a range of new workplace products and services poised to redefine the way millions of people work. Lead image: Canva Founders […]

Cashrewards: A Decade Strong!
  • Partner Content

Cashrewards: A Decade Strong!

Cashrewards' CEO muses on the company's 10 year anniversary. Still refusing to answer questions about a possible party.

Partner Content

by B&T Magazine

B&T Magazine
Network 10 Axes Gladiators
  • Media

Network 10 Axes Gladiators

Alas, 10's Gladiators has gone as quickly as it came. Should make for a very wild garage sale, however.