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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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Pembrokeshire Earlies Pack Shot

Posted on August 8, 2014 at 4:22 pm

There's something very satisfying about seeing a project that was long and detailed in its execution ending up looking just right.

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It was smiles all round when we got the picture files back from the excellent Huw Jones (www.hjphoto.co.uk). Potatoes never looked so good, and the care and attention that went into making flow-wrapped packaging look so shiny and lovely is time well spent!

I hear they've been going down a storm at most of the supermarkets in Wales, but the season ends around the end of August, so get them while you can.

 

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New Packs Pack a Punch

Posted on June 12, 2014 at 12:18 pm

It was great to see our new packs for Blas y Tir Pembrokeshire Earlies come off the press the other day. The Blas y Tir brand continues to evolve as its reputation grows and Pembrokeshire Earlies are key to that success.

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It was great to see our new packs for Blas y Tir Pembrokeshire Earlies come off the press the other day. The Blas y Tir brand continues to evolve as its reputation grows and Pembrokeshire Earlies are key to that success.

The new packs feature a photo of the product cooked and ready to serve – which we used last year across TV, outdoor and press advertising as well as point-of-sale. Consumers responded so well to the campaign that it made sense to build on its success by trying it out on the packs. Extensive research confirmed it was the right direction.

Much credit to the printer for getting such a good result with a tricky design on a flexo press. We’re impressed!

The same imagery is the centrepiece of an integrated marketing campaign that will be airing next week.

Pembrokeshire Earlies are in the shops from June to August, so get yourself a bag and get steaming!

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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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