Birds Eye Deli unveils new ‘We prep. You cook’ campaign via J. Walter Thompson, Melbourne


BE_Deli_PRStills_1920X1080_LR_DiamondCutter (1).jpgThe delicate, step by step craft of transforming the humble potato to a Birds Eye Deli chip is explored through six different worlds, in a new campaign going live this week developed by J. Walter Thompson, Melbourne.

The ‘We prep. You cook’ campaign introduces a new brand platform for the premium Birds Eye Deli chip range, showcasing the key steps of making the product through a series of unusual characters. From potato beautifiers and a Topiarist, to an eccentric chip cutter and a mountaineer reminiscent of Edmund Hilary in the Arctic, each were chosen for their unique skillset, and pictured in an equally unique environment.

BE_Deli_PRStills_1920X1080_LR_Explorer (1).jpgSays Jess Lilley, CD, J. Walter Thompson, Melbourne: “We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle. The concept of ‘prep’ moves the conversation to one of choice over convenience. With Simon Harsent directing, we were able to beautifully execute our pride in the creation BE_Deli_PRStills_1920X1080_LR_Washers (1).jpgof a bloody tasty chip.”

Under Harsent’s creative eye, the team created six, movie-like sets for each of the characters. Shot at Fox Studios, they all featured 7m by 3m hanging backdrops that were propped out mid ground with working mechanical sets. This created depth within the dioramas and gave each scene an added level of craft and quality. The music was also composed with the same care; layering sounds to create a rhythmic soundscape, marching the piece to life. One ton of dirt and 320 potatoes were used to create the finished product.

BE_Deli_PR_DiamondCutterOOH-1 (1).jpgSays Suzanne Harman, marketing GM, Birds Eye: “We really loved collaborating with JWT to bring the ‘We prep. You cook.’ story to life. It really dials up the attention we put into each step of the process, and enabled us to make heroes out of every day cooks.”

‘We prep. You cook.’ Comprises 1 x 30sec TVC, 1 x 15sec TVC, plus POS, OOH and social all live from this week.

Agency: J. Walter Thompson Melbourne

Executive Creative Director: Kieran Antill

Creative Director: Jess Lilley

Senior Creative: Katie Moore

Senior Creative: Nicholas Sellars

Senior Designer: Jess Van De Vlierd

Senior Planner: Brigitte Bayard

Group Account Director: Jessica Johnson

Account Manager: Emma Rutherford-Ward

Producer: Sandi Gracin

Production Company: The POOL COLLECTIVE

Director: Simon Harsent

Executive Producer: Cameron Gray

Producer: Ian Ford

Director of Photography: Simon Ozolins

Music: Declan Harsent

Art Director: Jamie Morris

Wardrobe: Janai Anselmi

Post Production: Dave Whittaker, The Editors

Client: Birds Eye

Brand Manager: Laine Birnbaum

Marketing Communications Manager: Evonne Williams

Marketing Communications and Branding Manager: Justin Taylor

General Manager, Marketing: Suzanne Harman

Media: Initiative