Tonally the creative takes a light-hearted approach to the impact of aroma – following delicious cooking shots with a quirky reaction to the sensational aroma with noses unable to contain their appreciation.
Bastion Creative managing partner, Ana Lynch said a key factor in developing the direction was Unilever’s desire to create a long-term brand platform. “The need was to identify an insight into how all products under the brand play a role in enhancing food enjoyment at home. The insight into the hierarchy of senses and the role aroma plays was the key to that.”
Brand manager – foods at Continental, Amanda Russo confirmed that expectations of the campaign are high.
“We’re really excited about this campaign. It performed exceptionally well in pretesting – an outstanding result, that is one of our best to date. Consumer’s love its uniqueness and sense of fun, and the results suggest it will be a strong and differentiated platform to build the Continental brand in a crowded market.’
The campaign launched this month and will run for four months across TV, digital and print.