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Posted on October 1, 2015 at 10:10 am

Village Bakery is a large family owned bakery in north Wales that produces fabulous bread, pies and morning goods, some of which is the own-brand product for some of our best-known retailers, and some that is marketed as Village Bakery. They’re very well known in north Wales and the north west of England, but recently got listings with both Tesco and Asda throughout Wales.

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Village Bakery is a large family owned bakery in north Wales that produces fabulous bread, pies and morning goods, some of which is the own-brand product for some of our best-known retailers, and some that is marketed as Village Bakery. They’re very well known in north Wales and the north west of England, but recently got listings with both Tesco and Asda throughout Wales.

 

We worked with marketing consultant Caroline Hanna to create a campaign that would build awareness in south Wales. We told the story of Village Bakery’s quality, craftsmanship and traditional slow-dough production methods in a 20-second TV advert, sponsorship stings for the Becws programme on S4C and a six-sheet outdoor posters for sites close to the supermarkets.

 

We commissioned photographer Huw Jones to shoot the advert in a mix of time-lapse, live action and still photography, and had music and sound effects composed and performed by Chris Braham. We edited a few hours of footage into a 20-second movie as well as 15- and five-second sponsorship stings.


 

The campaign first aired in October on S4C and is due to go out on ITV Wales in May

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Irresistibly Welsh

Posted on March 22, 2015 at 1:58 am

Our latest integrated campaign for Blas y Tir featured a 20-second TV spot and outdoor adverts. We took a quirky look at how to bake a Rudolph potato, and ended up with a striking still life in the style of the Dutch masters – with the humble spud at its heart.

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Blas y Tir’s Rudolph potato is a delicious winter variety that is particularly good baked in its own deep-red jacket or roasted to crispy, creamy perfection. We worked with brand strategist Caroline Hanna to develop an integrated campaign that would get Rudolphs onto everyone’s winter menu, including, but not exclusively, on Christmas Day. 

 

An integrated campaign delivers better results quicker and more cost-effectively than a traditional one or two channel campaign. A survey from Gartner Research found that lead management campaigns integrating 4 or more channels will outperform single or dual-channel campaigns by as much as 300%.

We designed this campaign as one cohesive bundle by creating images, graphics and messages that could be applied across multiple channels, simplifying and streamlining the process and giving the customer a single-minded proposition. 

 

This consistency of appearance reinforced product awareness and recognition in store, online, across social media and in the outdoor environment, and of course, maximised the value and effectiveness of their TV advertising.   

The graphic treatment and brand messages synched with a campaign we ran in the summer for their other premium product, Pembrokeshire Earlies – meaning Rudolphs got a halo effect from the exposure gained from the Pembrokeshire Earlies campaign and the customers’ love of, and loyalty to that product.

 

We filmed the TV ad with specialist food photographer Huw Jones, and kept the final frame set up for a very high resolution still photograph that was used on outdoor advertising, point of sale and packaging design. As well as airing throughout Wales in December, the advert was uploaded to Blas y Tir’s YouTube channel, and short clips were used across social media to extend the life of the campaign.  

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Deliciously simple

Posted on January 8, 2015 at 10:42 am

Rudolph potatoes are a delicious red-skinned variety that makes the creamiest jackets. Our latest integrated campaign for Blas y Tir took a quirky look at the process of how to bake a Rudolph, and culminated in a striking still life in the style of the Dutch masters – with the humble spud at its heart.

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The ‘money shot’ featured on outdoor adverts, point of sale and the new pack design.

Working with photographer Huw Jones (hjphoto.com) we used a variety of filming techniques to condense the whole process into 20 seconds. Of course, we generated hours of footage, but the magic happens in the edit and that’s where our very own Lowri Howells comes into the mix. Lowri selected the clips, scaled, cropped, colour-balanced and stitched together the whole piece and added an upbeat soundtrack to get it cracking along at a good pace so it got the attention it deserved when it was screened on TVs across Wales in December.

See the advert here: https://www.youtube.com/watch?v=gkTMUGrNtS8

A project like this is a team effort and we worked with marketing consultant Caroline Hanna, and media agency Morvah Media to get the campaign seen by consumers across Wales. The TV ad was supported by an outdoor campaign of 48-sheet billboards along with in-store activities and point-of sale.

The new pack design follows the style we developed for Blas y Tir’s other premium product, Pembrokeshire Earlies.

We also produced a set of Recipe cards to help customers to make the most of their Rudolph potatoes.

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My time at elevator...Chloe Nolan speaks about her work experience at Elevator

Posted on July 3, 2014 at 11:02 am

It's been a pleasure to have Chloe help us in the studio recently. Here's a little piece she wrote about her time here.

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My time at elevator...



After finishing my second year studying Graphic Communication I was able to visit Elevator studio for two weeks work experience. This placement was incredibly beneficial for me as a designer and as a student as I was able to expand and develop my weaker areas in design and also I experienced how a well established studio runs its day to day tasks.

I was briefed with many tasks on my placement here, my favourite was to work on a brand identity for ‘Welsh Museums Festival’ where I was asked to design a logo for the festival, which we later developed as a team to come up with all the necessary aspects of the brand. I learnt so much in this project, especially seeing how a design team creates a whole brand identity that began as a very basic scribble on a layout pad! I was able to see the whole of the design process, from my initial sketches to the final presentation Steve made to the client. This was a unique experience but was not all straight forward as we had feedback from the client only a day before the presentation. This meant a fast revision of the designs and a change in the direction of the brand. This was a challenge but it paid off in the end when the client decided our original direction was what they really needed for this project.

I can’t show the applications here because they’ve not been signed off yet, but I’m sure the team will post a blog about the project when it goes live.

 


I was also asked to create a promotional video for ‘Blas Y Tir Pembrokeshire Earlies’ which comprised of a sequence of traditional images of Wales interspersed with images of Pembrokeshire Earlies. I added a soundtrack to the movie, Catatonia’s song ‘International Velvet’ where the chorus sings “Every day when I wake up I thank the Lord I’m Welsh”. This was very exciting to create and I was also able to refine my skills in Adobe Flash.



This experience was very different from University and only concreted my aspirations in life to become a part of a team like they have at Elevator! It was great to be a part of the team and I truly enjoyed everything from battling over the music selection to being a part of an exciting developing project!

Thank you to Steve, Hazel, Lowri and Dave for allowing me to invade your studio for two weeks and I send an apology to you Dave for the music you tried so hard to cover your disdain for!

I wish you all the best of luck for the future!

Chloe Nolan

@ChloeJoanNolan

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Exciting developments for Pembrokeshire Earlies

Posted on May 22, 2014 at 9:10 am

Since Pembrokeshire Early Potatoes were awarded Protected Geographical Indication Status in December, Puffin HQ has been a hive of activity and we’ve been helping them communicate their latest developments.

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It’s been all go for our friends at Puffin Produce recently.

Since Pembrokeshire Early Potatoes were awarded Protected Geographical Indication Status in December, Puffin HQ has been a hive of activity and we’ve been helping them communicate their latest developments.

PGI status means that only potatoes grown in Pembrokeshire will be allowed to call themselves ‘Pembrokeshire Earlies’.  It’s a recognition of the quality and distinctiveness of the little potatoes. They now share the same status as other iconic produce such as Welsh Lamb, Scottish Salmon and Cornish Pasties.

We produced a brochure celebrating Blas y Tir’s Pembrokeshire Earlies. It gives a short history of Puffin Produce, introduces some of their growers and includes some delicious recipes to help you make the most of Pembrokeshire Earlies.  

In addition to this we’ve revamped the packaging to reflect the quality and status of Pembrokeshire Earlies. We’ll be putting some new packshots up here soon but for now here’s a sneak peak.



We’ve also updated Blas y Tir’s Deliciously Simple TV ad to include the voice of Matthew Gravelle, one of the stars of ITV’s Broadchurch. Matthew had already voiced the winter campaign ad Feast of Veg. Keep an eye out for the new advert on your screens in June.

All the hype has even drawn the attention of royalty. The Duke of Edinburgh stopped off on the Royal Tour of Pembrokeshire on the 29th of April, so we helped get the packaging plant spruced up for the royal visit with new signage and vehicle graphics.

Blas y Tir Pembrokeshire Earlies will be in store from now until August.

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Breaking New Ground

Posted on July 11, 2013 at 12:26 pm

In a series of firsts, we produced an integrated campaign for Blas y Tir Pembrokeshire Earlies centred on a TV ad that is airing this summer. Not only is it our first foray into TV advertising but also Blas y Tir’s.

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In a series of firsts, we produced an integrated campaign for Blas y Tir Pembrokeshire Earlies centred on a TV ad that is airing this summer. Not only is it our first foray into TV advertising but also Blas y Tir’s.

The process began a couple of months earlier with an informal chat about how to raise awareness of Blas y Tir’s flagship summer product. Independent marketing consultant Caroline Hanna was strongly advocating a TV campaign for the time when the potatoes are being harvested, so we devised a few concepts and sketched out storyboards that we discussed with the client. They were particularly excited about one of the concepts, so we put our heads together with Caroline to develop the script and brought photographer Huw Jones into the team to help work up ideas for styling, props and lighting.

On the day of the shoot, Huw’s studio was packed out with people and potatoes, some of us scrubbing the spuds, others setting up the scene and lighting, others cooking and chopping.

Somehow we managed to get the whole thing recorded in a day and we took away around 400gigs of footage for editing into a 20-second movie.

Meanwhile we commissioned the music which was composed specifically to fit frame by frame with the visual, with sound effects incorporated into the tune.

Next we had to find a voice that felt just right. We listened to several Welsh voice-over actresses and identified Sara Hunter as the sound of Blas y Tir. We recorded her at a local studio with Steve and Lowri directing.

Lowri knitted the whole thing together and we had it prepared for broadcast. Morvah Media negotiated a great package to get significant coverage across Wales without busting the budget, and our first-ever TV ad made its debut mid-way through Emmerdale on the 24 June.

If you didn’t manage to catch the ad on your TV, you can view it here. We’d love to know what you think.

Concept: Lowri Howells
Script: Steve Braham & Caroline Hanna
Filming & Photography: Huw Jones
Director: Steve Braham
Cooking & Styling: Nerys Howell
Music: Chris Braham
Voice: Sara Hunter
Sound Recording: Soundworks
Editing: Lowri Howells
Media: Morvah Media

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