Birch & Waite launches its first consumer brand campaign called ‘Passion for Fresh’ via Affinity

Premium fresh sauces and dressing producer Birch & Waite has launched its first ever consumer brand activity from tech-driven media and creative agency Affinity following its appointment to the business earlier this year.

The ‘Passion for Fresh’ campaign targets grocery shoppers who are seeking quality and taste. Led by programmatic video and digital display, it drives home the message that Birch & Waite mayonnaises and dressings are made only from fresh ingredients and that’s why they’re only available in the fresh produce fridge at Woolworths supermarkets.

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Says David Charles, general manager at Birch & Waite: “We couldn’t be happier with the work that has been developed with Affinity, they truly understand our brand and the challenges it faces. Their strategic and creative guidance has helped create an engaging and memorable campaign that we believe will resonate with Australian shoppers and help get more people heading to the chiller section for Birch & Waite.”

Affinity picked up strategy, creative and media duties for Birch & Waite in August following a three-way pitch, beating incumbent STW-owned agency EVO and The Armoury.

Says Luke Brown, CEO, Affinity: “We literally love the Birch & Waite brand (it’s in our fridge at home and work) so it’s a real honour to be able to introduce it to the Australian public. Being able to work in close partnership with David and his team has allowed us to bring the brand to life and inject some real personality into a previously bland category.”

The 45 seconds spots with 30 second cut downs were directed and produced through Curious Film.

Client: Birch & Waite

Producer: Peter Grasse