Fantastic looks to build brand salience with latest ABL efforts

CMO says the new advertising campaign is about bringing humour to COVID-19 weary consumers

Bringing a bit of delight into people’s lives while building brand salience is the ambition of Fantastic Delites’ first above-the-line campaign activation released last week.  

The snacks brand has teamed up with comedian and I’m A Celebrity, Get Me Out of Here contestant, Nikki Osborne, to create a humorous content series aimed at helping Australians get some ‘delite’ in their day. The ‘Delite your Day’ proposition highlights several challenging experiences 2020 has thrown at Australians, such as Zoom calls and home-schooling, then the little relief or joy found in a snack.   

Fantastic Snacks CMO, Erik De Roos, told CMO the latest campaign was an extension of the brand’s existing Fantastic Delites advertising efforts, based around the ‘Delite your Day’ brand platform first introduced in 2018. 

“However, this is the first major above-the-line activation of the campaign, with previous efforts focused on social media and point-of-purchase only,” he explained. “Our objective is to maintain and grow brand salience, and this is an entertaining way of engaging with Australians.  

“Delite your Day is intentionally uncomplicated in its approach. We believe the product itself fulfils a simple benefit and our ambition is for our advertising to do the same. With so much having happened in 2020, we felt the time was right to simply bring a little bit of delight to people’s days in the form of this new campaign. We know consumers are spending more time at home and we want to keep Fantastic Delites front-of-mind in buying situations.”  

Partnering with a stand-up and relatable comedian embodied the ‘Delite your Day’ proposition and helped bring entertainment and light-hearted humour to people’s days, De Roos added.  

The campaign is being delivered nationally through catch-up TV, digital channels and social media. The videos are also the first part of an ongoing planned series, with further content to be produced and released in 2021.

The latest campaign was created by Black Sheep Advertising but faced interruptions after Victoria’s stage 4 lockdown hit production. The agency said the circumstances led to a remotely directed shoot out of Adelaide with a small crew. 

“We were sitting at our desks in Adelaide directing remotely via Zoom while the crew and Nikki shot in Melbourne. It was certainly an interesting experience, but if it becomes the norm, we always have snacks to fall back on,” commented Black Sheep creative director and principal, Andrew Millar.

As part of the material, Osborne also touches on her time on I’m A Celebrity, Get Me Out of Here, which resulted in her getting booted off the program early.

“I loved the idea of talking to people about how disappointing, frustrating and annoying life can be, you don’t always get what you want,” Osborne said. “Whether you find yourself stuck in a jungle for two weeks of hell, to then come home and be stuck in a pandemic lockdown in Victoria for months, and then hotel quarantine when you move states, sometimes the only delight in your day can be sitting down with a snack, or a box of snacks.”  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in