Fantastic looks to build brand salience with latest ABL efforts
- 28 September, 2020 14:26
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.