One of Australia’s fastest growing fresh produce brands, Broccolini, is set to take the superfood category by storm with the launch of a major new marketing campaign via creative agency Elevencom and media agency Wavemaker Brisbane.
The multi-channel campaign is spearheaded by a new TV commercial featuring an “accidental chef” who demonstrates that Broccolini is so simple it almost cooks itself.
The humorous execution introduces a new positioning and tagline for the brand: The super simple superfood.
Broccolini is one of a stable of brands owned and marketed by leading Australian fresh produce grower, Perfection Fresh.
Says Luke Gibson, head of marketing for Perfection Fresh Australia: “Consumers are looking for healthy fresh food which tastes great and is quick and easy to prepare. Finding this balance is a challenge facing most Australian households most nights of the week.
“Broccolini solves that tension – it’s a fresh whole food, full of positive nutrients, and deserving of superfood status. It’s also delicious from top to tail, and because it requires minimal preparation, cutting or peeling, it’s incredibly easy to cook.”
Broccolini was awarded “Category Changing Product of the Last 20 years” at Woolworths most recent Supplier of the Year Awards.
Jono McCauley, creative strategy director at Elevencom, said the agency had the award in mind when developing the creative: “Broccolini has transformed the fresh vegetable category in recent years, and we wanted to create a campaign that lived up to that reputation for disruption.
“We were keen to inject humour into the vegetable category, playing on the insight that we all want to cook superfood, even if we aren’t necessarily super chefs.”
The campaign will feature TV and video content airing across multiple screens with 30, 15 and 6 second formats. Out of home will further reinforce the super simple superfood messaging.
To capitalise on recent changes in shopping behaviour towards more online and larger, less frequent grocery shops, e-commerce channels have been upweighted, while proximity-to-purchase activity will drive greater visibility for impulse purchases.
The campaign will extend online through targeted digital display, native, influencers and social to inspire usage occasions through recipes and ‘how-to’ content.
The campaign launches nationally next week.
Client: Perfection Fresh Australia
Luke Gibson, Head of Marketing
Kristie Emerson, Marketing Manager (Vegetables)
Kiran Afzal, Assistant Brand Manager
Jono McCauley, Creative Strategy Director
Ryan Fallowfield, Creative & Branding Director
John McLachlan, Operations Director
Daniel Crocetti, Senior Art Director
Media: Wavemaker, Brisbane
Tracey Fawcett, Group Business Director
Will Horne, Director
Alex Tizzard, Senior Producer
Sound: Take 2 Creative Audio
Greg Crittenden, Audio Engineer & Producer