AUCKLAND, Thursday: Play a few seconds of the famous Molenberg ad and memories of the jingle will come flooding back, reckons The Enthusiasts creative partner Jamie Hitchcock.
“Molenberg is about fuel and sustenance, but we wanted to find a role for the bread that was credible from an elite sports level to a kid’s lunch box,” he said.
“The thought ‘You bring the motivation, we bring the fuel’ was developed for the campaign and is a truism of active Kiwis of all ages and abilities. Our role’s not to be the cheerleader; we’re there to be the fuel.”
This aim was brought to life in a light-hearted tvx that explores the motivations of a number of Kiwis including members of the Black Ferns team.
The work was directed by Greg Page of Fish with the iconic jingle finding a welcome place, of course.
“The work was directed by Greg Page of Fish, with the iconic jingle finding a welcome place!”
The Enthusiasts strategic partner Martin Yeoman said: “Molenberg is a brand that has long been associated with the goodness of grains to keep you going. It’s a powerful and enduring idea that you never want to let go of.
“The trick is to make it relevant.”
Goodman Fielder head of bread marketing Simon Cheape said: “Molenberg is New Zealand’s #1 light grain bread which is now proudly fuelling the five-time World Champion Black Ferns and the reigning Rugby World Cup Sevens champion Black Ferns teams.
“This piece of work is about revitalising the latent equity of the brand has in sustenance, in a fresh way.”
Part of the marketing campaign is leveraging the recently announced Molenberg sponsorship of the Black Ferns and Black Ferns Sevens women’s rugby teams – the first standalone corporate sponsorship of these teams.
CREDITS
Client: Goodman Fielder
Agency: The Enthusiasts
Production Company: Fish
Director / Producer: Greg Page / Kerin Casey
Post production: Mandy VFX
Audio: Liquid
Media: MBM
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