Problem Child, the Auckland agency founded by Louise Chapman and Rich Maddocks (creator of the original Tui Yeah Right campaign when he was ECD at Colenso) has shot two new TVCs to launch Lewis Road Creamery’s new brand campaign.
The agency collaborated with Exposure Films on the project, which launched nationwide yesterday, taking its next step to cement its position under the banner Dairy should be this wonderful.
“Lewis Road has had huge momentum since its launch two years ago,” says Problem Child strategy partner Louise Chapman.
The awareness of the brand in key markets is phenomenal – and all with little ATL spend. It’s now time for the brand to go beyond new product launches and cement its positioning.
“This is the first of a confident brand campaign that is driven by a product truth – dairy that is truly ‘wonderful’.”
Creative partner Rich Maddocks says the campaign comes from the insight that many Lewis Road consumers felt like they were discovering dairy all over again. “We wanted to bring those tiny moments of enjoyment to life in a charming way.
“Kevin Denholm and Exposure were a natural fit to do just that – Kevin is the king of character performance and he’s done a fantastic job, yet again.”
Lewis Road Creamery head of marketing Angela Weeks says it was vital that as the brand continued to grow it did so from a solidified position in the market.
“Problem Child and Exposure have captured the sentiment of our brand beautifully. The humour in the spots perfectly reflect our brand personality. We’re thrilled with the result – and look forward to building on the campaign in the future.”
CREDITS
Creative Director: Rich Maddocks
Strategy Director: Louise Chapman
Client: Angela Weeks/Peter Cullinane, Lewis Road Creamery
Director: Kevin Denholm
Producer: Jess Milne
DOP: John Toon
Production Design: Kirsty Clayton
Editor: Sam Brunette
Grade: Pete Ritchie
Online: Blockhead
Sound design: Big Pop Studios
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