MT MAUNGANUI, Wednesday: Conventional fresh produce marketing can conjure up thoughts of ultra-HD water droplets and flawlessly photoshopped bites – but Bay of Plentry-based creative communications agency Wave has taken a fresh approach with its latest campaign.
Launched last week, the social-based ad series offers a tongue-in-cheek look at the hand of God to promote the launch of BerryCo’s new premium super-tasty, super-sized blueberry brand, Blue Royal (previously gaining a following in the New Zealand market as Eureka).
BerryCo’s BoP-based global marketing manager Mel Auld said: “we came to Wave with a small question about a big product – how can we launch the largest blueberry in Aotearoa?
“You can easily discern a Blue Royal berry from the rest, so we need a campaign that does the same.”
The campaign consists of a 30-second and 15-second film with 10 companion videos (a play on The Ten Commandments) and features The Voice of God.
Wave CD Craig Parker said: “Fresh produce marketing has long been grounded in the health and well-being category, littered with product shots and consumption moments. BerryCo supported a different approach from the get-go.
“We thought, if God had another crack at creating blueberries, this is what she’d do.”
“There’s something magical and mysterious about this berry, and you ask yourself, how did this come to be? We thought, if God had another crack at creating blueberries, this is what she’d do.”
With lockdowns impacting the potential of production in Auckland, the campaign was entirely concepted and produced in the Bay of Plenty with a 100% local crew.
“Ever-changing alert levels made things interesting. We couldn’t take a traditional casting route by sourcing talent in Auckland, and voicing was directed remotely, through a video-call. It took a few Zooms and emails to get there, but we’re stoked with the result,” said Parker.
On casting the role of God as female, Parker said, “why not? God is many different things to many different people. Let’s put a spin on the status quo and shake up conventional thoughts around who God is.”
Of the final product, Auld said “we’re over the moon. It’s a larger-than-life campaign for a larger-than-life berry.”
The Blue Royal campaign is now live on Facebook, Instagram, and on-demand. Blue Royal blueberries are available in supermarkets and premium fruit shops now until January.
CREDITS
Agency: Wave Creative Communications
Creative Director: Craig Parker
Senior Creative: Tom Knighton, Lucy Morgan
Account Director: Tori Easton
Strategy: Jerry Beale, Brendan Herring
Agency Producer: Jenna Mills
Production: Wave
Director: Chris Clark
Producer: Tracey Hampton
Talent: The Pro Actors
Lead actor: Stella Reid
Special thanks: to Ron & Pat Howie who have been growing the ‘Garden of Eden’ in their Te Puke backyard for over 15 years.
About Wave
Wave Creative Communications Agency is an award-winning NZ-based full-service strategic advertising, brand, design and communication firm with clients in the retail, agricultural, financial, technology, construction, professional services, and local government sectors. A team of 25, with some big ambitions for an ever-growing list of clients who strive to be world-beaters.
About Blue Royal
Blue Royal is a premium international brand of BerryCo offering high-quality, super-sized and super-tasty New Zealand-grown blueberries. Over decades of natural breeding and innovation, BerryCo suppliers have created a range of blueberries that grow bigger, have more flavour and stay fresher for longer. They select the finest of these Mountain Blue varieties to grow Blue Royal across New Zealand orchards.
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