New Zealand farmers, transporters and butchers go to great lengths to make the lamb cuts on your dinner table look mouth-watering. It's anything but easy to produce great meat, as Silver Fern Farms' new brand campaign from Colenso BBDO shows.
The lamb, beef and venison farmers co-operative's campaign takes an unaware city-dweller through what it takes to create good meat (of course leaving out the slaughterhouse and abattoir for good taste).
“We do all the hard work, so all they need to do is pop them in the pan. It’s all about giving consumers confidence they can accomplish a great outcome, with ease, every time,” says the very appropriately-named general manager of marketing Sharon Angus.
A 45-second TVC and two 15-second ads started airing on Sunday and will be followed by three more 15-second ads later this year. The TVCs were shot in November last year in Canterbury's Banks Peninsula, with filming directed by Robert Sarkies of Capital City Films (Two Little Boys, Scarfies).
This is the first new brand campaign from Silver Fern Farms since 2009 (also from Colenso), which saw the first appearance of its bucket hat-wearing mascot farmer.
Accompanying the TVCs are digital promotions to promote the revamped Silver Fern Farms website, in-store promotions including flags and recipe booklets, and a cooking event with celebrity chef Annabel Langbein.
Silver Fern Farms sells into the Tesco grocery chain in the UK. Angus says the digital elements will be used overseas, but the TVC is New Zealand-focused.
This post originally appeared on StopPress
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription, an Idealog t-shirt and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).