Patties gives Australians plenty of reasons to party in latest campaign via BWM isobar

Patties has released its first major, national integrated advertising campaign “Reason to Party” since the late ‘80s. The creative concept developed by BWM isobar (a denstu company) applies the feeling of a party to a diverse range of occasions in a modern and witty take on the much-loved, heritage brand.

 

Known for its memorable P-P-Patties commercial with Bob Hawke in the 1980s, Patties’ new campaign “Reason to Party” will be integrated across OOH, television, social media, and radio with comedian David Lawson voicing the audio campaign.

The campaign embraces everyday moments as a time to indulge in an iconic Patties party pie and follows a number of circumstances including a boy home alone from school, and a boyfriend whose vegan girlfriend is away for the weekend. Each scenario depicts how these potentially mundane moments can become a “Reason to Party” with Patties.

As a brand, Patties is known for their party pies which are often associated with just that, a party. At the heart of the “Reason to Party” campaign was bringing to life the instant feeling of a party that Patties can inject into any occasion.

Says Anand Surujpal, general manager of marketing and Innovation, Patties Foods Group: “We know Patties is the national go-to brand for a party, loved by Australians for decades. This campaign takes a witty approach to celebrate the broader range of everyday moments that Patties is also an important part of. This creative execution will resonate with a diverse demographic to revitalise a much-loved category while also building brand engagement for Patties.”

In conjunction with the advertising campaign, Patties will launch a brand-new product innovation, using world-first technology to reimagine the iconic sausage roll.

Says Surujpal: “As category leaders, we are constantly raising the bar, and this new product is no exception. We’re excited for what it will achieve not only for Patties, but the category as a whole, driving excitement around genuine innovation.”

Says Ruben Cirugeda & Scotty Glennon, creative directors, BWM isobar Melbourne: “We are so excited to bring a fun, fresh take on such an iconic Aussie brand. Patties Party Pies and sausage rolls have been synonymous with family gatherings and childhood memories since the ‘60s, so we were pumped to be a part of this brand refresh by launching a new brand platform and bringing a modern twist to everyone’s favourite.”

“Party pies are a fun food. Who doesn’t want a bit more fun in their life? If the number of party pies inhaled on the shoot is anything to go by, everyone’s well and truly up for it.”

PLAY THE NEW FILLED ROLLS – REASON 12 SPOT
PLAY THE PEAK HOUR TRAFFIC – REASON 29 SPOT
PLAY THE UNEXPECTED GUESTS – REASON 46 SPOT
PLAY THE WATCHING FOOTY – REASON 30 SPOT

Creative Agency – BWM Isobar
Media Agency – BWM Isobar
Managing Director – Belinda Murray
Executive Creative Director – Dan Saunders
Creative Director – Ruben Cirugeda
Creative Director – Scotty Glennon
Senior Account Director – Lauren Benezra
Account Manager – Travis Jordon
Media Director – Will Giles
Media Manager – Courtney Sombekke
Agency Senior Producer – Sim Greentree
Production Company – Guilty
Director – Tony Rogers
Producer – Jason Byrne
Line Producer – Victoria Schaw
Production Coordinator – Jack Davies
DOP – Anna Howard
Photographer – Chris Budgeon
Media Agency – BWM isobar (a dentsu company)