The Natural Confectionery Co. launches ‘Let’s Play’ campaign via The Ross Partnership
The Natural Confectionery Co., via agency The Ross Partnership, Melbourne, has unveiled a new campaign called ‘Let’s Play’, which encourages parents to reminisce and step into a kid’s world full of imaginative, creative play. A world where the imagination roams free, thoughts run wild, where nothing is impossible and everything is a big adventure.
According to Lisa Casey, The Natural Confectionery Co. senior brand manager, it’s a fun, light-hearted campaign that aims to position The Natural Confectionery Co. as a brand that encourages, spontaneous and imaginative play.
Casey says: “As a brand, The Natural Confectionery Co. is all about encouraging parents to remember the simple joy of freeform, unstructured play where spontaneity reigns and the imagination is stimulated. The new campaign celebrates this type of play.
“It might seem like a luxury, but we believe it matters a lot. It’s vital for kids and adults too! It’s the way we learn, connect with others, socialise and celebrate being human.”
The advertising campaign was developed by the team at The Ross Partnership, Melbourne. Creative director, Meg Sorensen says of the new campaign: “In the same way having the occasional treat is a natural part of being a kid, so is play. This ad is a celebration and reminder to parents of the importance of play in a well-rounded childhood. Play is how kids express creativity, imagination and independence for themselves. It is how they find out who they are and how they fit into the world.
“We hope parents look at it and remember playing like this when they were kids and register it as a great big YES for the rights of kids to just be kids. It is an ad that presents an alternative to ‘artificial’ play which is consumed – not created.”
The creative strategy was developed by Naked Communications. The media plan, developed by Carat will encompass television, online, radio and outdoor. A public relations campaign by Liquid Ideas will support the TVC and take imaginative play to the wider community.
Client: The Natural Confectionery. Co
Category Head, Candy: Karena Ly
Senior Brand Manager: Lisa Casey
Assistant Brand Manager: Kaitlin Rimington
Advertising Agency: The Ross Partnership, Melbourne
Managing Director: Ian Ross
Creative Director: Meg Sorensen
Account Manager: Vicky Melis
Brand Strategists: Naked Communications
Founding Partner: Adam Ferrier
Managing Director: Matt Houltham
Expression Manager: Aliya Hassan
Media: Carat
Senior Business Executive: Mila Sedivy
Digital Director: Hayley Crossthwaite
Public Relations: Liquid Ideas
Account Director: Tegan Flanagan
Account Manager: Louise Tran
10 Comments
Exactly why The Ross Partnership isn’t known for it’s TV work. TV is a specialist category. Not everyone can do it.
appalling – strategy on screen and a weak one at that.
It’s ok and ‘lets play’ is exactly what a lollie brand should say.
The Allens guys must be rubbing their hands with glee
‘let’s play’ – that is first year university stuff, isn’t it.
this is so bad. and it won’t work.
I’d think that a confectionary brand with an actual point of difference would try and adopt a strategy that isn’t totally and utterly generic to the category.
When you’re as big as OMO, you can do ‘Dirt is Good’ because you can afford to sell the category, knowing you’ll get a huge chunk of sales regardless.
When you’re the Natural Confectionary Co. I reckon it’s a WOFTAM.
But what would I know?
I thought it was a sweet little ad for the kiddies.
Honestly check out the british stuff for natural confectionary co. Done on a fraction of the budget and way more memorable. It’s got millions of hits on youtube.
http://www.youtube.com/watch?v=zXU9Ur9QznE
If I was the brand manager I would have just ran that here, not even bothering to re-dub it either.
A million hits on youtube don’t amount to one hit on the supermarket shelf. The UK ads bombed. The Australian ads worked.
Wow I could be wrong but is there a Kraft pitch on?
Grow up kids clients arnt as stupid as you think.