ALWAYS FRESH INTRODUCES ‘THE BLANDIDOTE’ IN LATEST INTEGRATED CAMPAIGN VIA BY ALL MEANS
Australia’s market leader in pickled vegetables, Always Fresh, has unveiled a new, multi channel campaign. The new campaign, which includes BVOD, radio, outdoor, digital and social, is the work of creative agency By All Means, with Havas Media Network Australia responsible for media planning and implementation.
Owned by SunRice Group, and part of the Riviana Foods portfolio, Always Fresh, best known for their marinated olives, offers a wide range of packed deli-style foods including olives, cucumbers, capers, sundried tomatoes, artichokes, and many more, plus a successful range of savoury entertaining crackers including Grissini, Mini Toasts, and Crustini.
Says Head of Marketing and Innovation for Riviana, Jacqui Vanderzeil: “It has been almost 7 years since this brand has been in market ATL and so we had a number of jobs to do with this campaign – attract an audience slightly younger than our current cohort; make the Always Fresh brand name top of mind, and position ourselves as the solution to boring, tired mid-week meals. I think we’ve got there in a really fun and delicious way.”
Adds Always Fresh Marketing Manager, Stephanie Nilson: ”Pretty much everyone’s got a jar of Always Fresh in their pantry or fridge at home, but it’s flown under the radar for long enough! We really do hope this campaign helps people shake up their recipe repertoire and find a little inspiration in the kitchen.”
Says Mat Cummings, Managing Partner, By All Means: “We’re really happy with this campaign. It’s been a terrific collaboration with the Always Fresh team, from strategy through to creative development, and it represents a real step change for the brand. We all feel pretty sure it’s going to deliver some great results back to the business”.
Adds Ed Howley, Creative Partner at By All Means: “We realised we were on to something when we came up with a concept that solved the brief in a single word, but our joy doubled when a Google search proved ‘Blandidote’ was a brand new word – that sort of opportunity doesn’t come along very often! Paired with our new brand platform “Flavour. Packed” we hope that this is just the first bit of work in making Always Fresh a household name.”
Client: Riviana Foods
Strategy & Creative: By All Means
Media Agency: Havas Media
Film Production: Northey & Northey
Sound Studio: Squeak E Clean Studios
Stills Production: Tomboy
Client – Riviana Foods
Riviana Head of Marketing & Innovation: Jacqui Vanderzeil
Always Fresh Marketing Manager: Stephanie Nilson
Brand Manager: Emily Ross
Assistant Brand Manager: Melanie Beckham
Agency – By All Means
Managing Partner: Mat Cummings
Strategy Lead: Georgie Pownall
Creative Partners: Toby Cummings & Ed Howley
Creative: Liam Ratliff & Britt Manning
Finished Art: Joanne Gerace
Media – Havas
Account Director: Sarah Cook
Account Manager: Derya Parbo
Account Executive: Jane Doa Thi
Account Executive: Frazer Woodhead
Sound Production – Squeak E Clean
Sound Designer: Paul Le Couteur
Producer: Ceri Davies
Production – Stills
Producer: Sam Lee (Tomboy)
Photographer: Ryan Creevey
Retouching: Jason Ridell, Ryan Creevey
3D Artists: Jason Ridell, Chris Northey
BVOD & Animations – Film
Animator: Chris Northey
8 Comments
When next shopping for pickled vegetables I will recall these advertisements favourably.
Beige is the opposite of blandidote
Tasty idea
Is this really the state of Australian advertising in 2023?
The idea is quite lovely I reckon.
@The art direction is bland – correct, beige is bland. Hence why the food is the hero and not the world it’s in.
My first thought was that Blandidote was the brand name 🙂
The next thought was why so many different typefaces on the outdoor!
The art direction is all over the shop and just poo really….
this ad is bland