F. Whitlock & Sons feeds Aussies’ adventures in latest campaign via 72andSunny, Sydney
F. Whitlock & Sons, has launched a unique new creative campaign via 72andSunny, Sydney entitled ‘Whitlock’s Tales of Delicious Demise’, which encourages viewers to step out of their ennui and feed their adventure.
The multi-channelled campaign has been cooked up to celebrate the launch of the “Whitlock’s” Masterbrand with a full range of products, including killer beans, BBQ sauces, marinades and rubs.
The captivating creative concept is inspired by the brands stand out label designs which feature clever illustrative depictions of flavour extraction in a distinct black and white with a symbolic pop of red. This unexpected portrayal of how product ingredients meet their delicious demise personifies the bold and adventurous ingredients that feature in F. Whitlock & Sons products, bringing characters to life and telling the tales of how and why these tasty ingredients end up in a can, bottle or jar for everyone to enjoy.
The creative campaign will roll out across Australia and New Zealand with a 90” blockbuster film showcasing the Whitlock’s world. Shorter 15’’ product executions also reveal the very moment each of the ingredient characters are meeting their ultimate adventurous end destination, for the benefit of our taste buds.
Be it, Chip the Chipotle Pepper and his demise at the hands of the Grim Reapers, or Oscar and Rojo, the Fuego Chilli Beans, and their not so narrow escape from pirates – each ingredient’s demise is not for the faint hearted.
Says Luke Martin, head of product at 72andSunny: “You realise what a rad job and great client partners you have when you get to create short films about adventurous ingredients that come to face their demise. It has been a true collaboration between our team and the F.Whitlock’s team, which is why the work has turned out so nicely. Stoked to see this campaign go out to the world.”
The exciting campaign will run across digital and social capitalising on the traditional and the unexpected and will be supported by OOH across Australia and New Zealand.
Says Natasha McGill, senior flavour adventurist and brand purveyor, F. Whitlock & Sons: “We’re excited to be bringing the adventuresome “Whitlock’s” across Australia and New Zealand, which delivers to our brand aspiration of disrupting the everyday and bringing exciting food experiences to life in bold and adventurous ways.”
The brand will also be exploring the digital and experiential frontier, more details to be announced in the coming months, that will allow consumers to step into the F. Whitlock & Sons world.
The F. Whitlock & Sons new and existing product range is available at selected supermarkets across Australia and New Zealand.
Client: Kraft Heinz ANZ – F. Whitlock & Sons
Shane Kent – Chief Marketing Officer, Kraft Heinz ANZ
Theresa Paglia – Head of Marketing Taste Elevation, KraftHeinz ANZ
Natasha McGill – Senior Brand Manager, Kraft Heinz ANZ
Nicola Curran – Brand Manager, Kraft Heinz ANZ
Amy Dunlop – Brand Manager Kraft Heinz ANZ
Michael DeNapoli – Head of Media and Online, Kraft Heinz ANZ
Michelle Interlandi – Communications Manager, Kraft Heinz ANZ
Julia Wookey – Management Trainee, Kraft Heinz ANZ
Creative Agency: 72andSunny Sydney
Animation: Yukfoo
Media Agency: Carat AU / NZ
PR Agency: SOCIETY
Experiential Agency: Because XM
Music & Sound: Rumble studios
Composer: Adam Moses
Sound Designer: Cam Milne
EP: Michael Gie
12 Comments
I was so confused as to what this ad could possibly be for until the very end.
Grocery store? Horts Innovation and then no finally I thought it was for a new flavour crisps.
However I appreciate the style, craft, art and technique.
The brand is now on my radar and at least I know what they now do and the sauces do sound good.
This has been ‘copywritten’ within an inch of its life. The 15s just barely make sense, but the 90 (?!) is complete nonsense.
Agree with @Not for me in regard to the 90″, but the 15″s are all great. Simple & fun.
Yes. I actually agree.
I found all the videos stacked up a bit overwhelming and didn’t have time so realise I only clicked on the 90″ and that was it … my bad.
15″ are clearer
from 72and Co.
Have to agree. Script could’ve used with more space. Throw the thesaurus out write what sounds good.
Relax, it’s a bit of fun about ingredients going on adventures. Don’t take it so seriously.
fun!
I like them.. Sure, pick holes in the executions but the craft all round is great.
Without the Ralph Steadman-inspired art direction these would get totally lost in the sea of noise. Craft to the rescue.
Love the idea and execution – the 15’s are great, awesome choice of VO talent. That whistle at the start though… I see what you’re doing there. That’s gonna get stuck in heads.
Confusing, over-written, not that funny, and struggles to hold my attention.
The brand has a dark sense of humour, but this is lost – the back of pack copy is better than the stuff in the ad.
The clients (from the stories I’ve heard) are pretty hands-on.
Maybe this is why it’s ended up the way it has?