John West launches fiery new range with ‘Chef Bear’ in new campaign via Cummins&Partners
Cummins&Partners and John West have launched a campaign for the new Special Edition Fiery Range fronted by an unlikely celebrity chef – the brand’s much-loved mascot, Kodiak bear.
The Lunchtime Social Feed sees ‘Chef Bear’ prepare four recipes, with the kitchen mayhem producing results that only a wild animal could achieve.
Says Ryan Willett, brand manager, Simplot Australia: “This is a very competitive category and with social feeds dominated by cooking videos, using our biggest brand asset to create some cut through made a lot of sense.”
Says Ben Couzens, ECD, Cummins&Partners, Melbourne: “The idea is very simple. People like watching cooking shows and people like wild animals. We combined the two with some pretty entertaining results. And with nearly 2 million eyeballs on these films in just one week, it has struck a chord. Oh and no animals were harmed when filming…. just a couple of avocados.”
The Lunchtime Social Feed continues across Facebook, YouTube, digital and johnwest.com.au
Agency: Cummins&Partners
Executive Creative Directors: Jim Ingram, Ben Couzens
Art Director: Sang Wun-Kim
Writer: Chris Ellis
Art Director: Aaron Lipson
Strategy Planner: James Bennett
Designer: Rowan Hammerton
Agency Producer: Naomi Nienaber
Group Account Director: Rod Mooseek
Senior Integration Manager: Alisa Mezhov
Integration Manager: Liz Mitchinson
Director: Nigel Camilleri, Cummins & Partners
DOP: Joel Betts
Editor: Graeme Phillips, Cummins & Partners
Sound Engineer: Dylan Stephens, Risk Sound
Digital Producers: Chris Lee, Tiffany Schrauwen
Digital Developers: Ed Spurrier, Chris Staring
Digital Designers: James Gilbert, Christine Calo
Digital Planning Director: Zac Martin
Digital Developer: Chris Staring
PR: Mango
Account Director: Amanda Sheat
Account Manager: Lauren Hunt
Account Coordinator, Emma Paolucci
Media: Initiative
Client Director: Georgina Leslie
Client Manager: Tara Ridolfi
Client: Simplot
Senior Brand Manager – Shelf Seafood: Stephanie Dore-Smith
Brand Manager – Shelf Seafood: Ryan Willett
Brand Manager – Shelf Seafood: Lisa Ainsworth
32 Comments
How To Basic.
I like those Aarons.
Dear Cummins,
If your agency has a huge stash of really strong crack, it’s only polite to pass the pipe around to the rest of the industry.
Yeah nah
😐
https://www.youtube.com/watch?v=6XQbjq8S-4c
I think the ideas not bad, but somewhere along the line it fell over. Seems a bit try hard. Shame.
Tis funny.
A big can of meh.
one of these had me giggle. the rest were very average.
it is difficult to get the client to embrace meme/net humour and roll with it. props for getting this far but i suspect theres a floor under a creative team’s desk full of much more interesting and funny scripts that the client threw out.
i doubt it
Sorry this is a pile of what bears do in the woods.
The best part of them is the mouse at the end!
They dyed our bear brown. And made him slightly more aggressive.
easy to be critical, but it got a lot of cut through on social.
proof is in the pudding. job done
I like them. The idea is there. People will share these. Advertising getting back to basics. The bear costume is great. Well done.
Bearly funny.
Over 3,000 shares, 7,000 thumbs and 2,500 comments for just one of the Facebook ads. People obviously like it.
As far as social posts go these are great. Well done guys.
Ha! People will share them. Really?!
can’t wait to post these on social media and share with my family and friends. Oh how we laughed.
Popular on social…how popular on shop floor? Seems like hits more important than sales.
Isn’t this just a gigantic rip off the (once) super popular How To Basic YouTube channel?
https://www.youtube.com/user/HowToBasic
I like these ads aaron
Way too fresh for a product sold in a tin can. Besides that an awesome, simple, honest and funny spot peppered with great little insights and moments.
All you have to do is watch and enjoy.
Share and BINGO.
If we all got to some of these, we might be a little less bitter.
Why not have a little fun?
Hopefully it’s a sign of briefs to come…
Thanks for sharing.
Nah. Lol.
want to like it… but can’t get past the 20sec mark. just not at all funny I’m afraid….
These are fun. Good work Aaron and Chris.
@Monsieur George F, agree – over 3,000 shares, 7,000 thumbs and 2,500 comments and 1.3m views for one of the videos. It’s tinned tuna guys, and it’s funny. Job done.
@Bill Board said:
And when you look at all the negativity in the feed you sometimes wonder why clients bother with social.
it’s po’boy
https://www.youtube.com/watch?v=PvXD5K37qfI
If it looks like a poop, and swims like a poop, and quacks like a poop…