OBJECTIVES
Lets start by introducing Pepe Saya. The legit Australian made cultured butter. The team at Pepe Saya had never done any above the line advertising despite being the artisanal butter of choice for leading airlines, restaurants and local foodies. We were tasked to bring their glorious butter to market. Introducing the brand, its cheeky tone, and the product to a target audience far beyond the food loyalists who already purchased the brand.
CREATIVE
We tapped into the opportunity to communicate Australia’s fondness for simple culinary pleasures – think fairy bread, and the always hot topic of smashed avo on toast. We delivered a script that was inherently Australian – tongue and cheek, and self-deprecating, and then we paired it with slick photography – offspeed beauty shots and fancy visual engineering techniques. We made the process of butter making sexy and yet grounded the product in artisanal practices.
RESULTS
We delivered a 30’ and 15’ second cut down for National TVC distribution on Free to air channels of SBS & 9. The spots were supplemented with cheeky radio ads, and a strong digital push. The results ? More butter moving, greater awareness, additional supply chain pick up. Increase buzz around an already hot brand in the food market.
CREDITS
Producer : Mark Sherborne
Writer : Tim Leckie
Director : Danny Coolahan
DP : Pat Harriss
Camera Assist : Lucas Corroto
Gaffer : Simon Walsh
Best Boy : Chris Moore
Sylist : Morgan Ferguson
Colour Grade : White Chocolate
Sound Mix & Composition : Klang
Media : Love Media
