Punters ask ‘What’s for dinner?’ in new integrated campaign for Lenards via IdeaWorks, Sydney
After a six month comprehensive brand review, Australian chicken retailer, Lenard’s, is set to launch a new multi-channel, quirky marketing campaign via IdeaWorks, Sydney that provides an easy answer to the perennial question asked by every Australian family – ‘What’s for dinner?’
Including the first TVC that Lenard’s has produced since 2006, the campaign is part of a brand “revolution” to reflect the changing retail and customer landscape post the GFC.
The $2 million campaign features a series of ‘What’s for dinner?’ TVCs, as part of a multi-channel, integrated roll-out in print, online and in-store advertising campaign.
Paul Knights, creative director of IdeaWorks, Sydney, said the agencybrought the “What’s for dinner?” idea to life in a fun, entertainingand memorable way: “What we really like about these ads is that theyare so very different for the category,” he said. “The idea translatesbrilliantly in store, online and in direct marketing.
“We believe this new work will really strengthen Lenard’s position asthe leader in ready-to-cook fresh chicken and sell plate-loads ofproduct. After all, that’s the bottom line in any communicationscampaign!”
A key part of the integrated campaign featuring the creative, “Lenard’s- it’s what’s for dinner”, will be executed across a variety of mediawithin the influential Better Homes and Gardens franchise including theTV show, magazine and website.
The TVC, directed by Robin Walters via production company CuriousFilms, will screen during Channel Seven’s Better Homes and Gardens. Itwill be launched in Queensland and Victoria tomorrow night, September3, and in all other states on September 10.
In association with the new campaign, Lenard’s has launched anotherinitiative to involve its customers, who have been invited to submittheir favourite chicken recipes online for their chance to become apublished cook and to win a dream kitchen valued at $20,000 or one offour Apple iPads.
The winning customers’ recipes will be printed in a Lenard’s brandedcookbook, which will be published in the March 2011 issue of the BetterHomes and Gardens magazine. Customers will also be invited toparticipate in the promotion by voting online for their favouriterecipe and voters will have the chance to win one of three Apple iPads.lenards.com.au
Agency: IdeaWorks, Sydney
Creative Director: Paul Knights
Associate Creative Director: James Gali
Writer: Tom Russell
Strategy Partner: Matt Newell
Senior Account Director: Linda Siboni
Producer: Norma Johns
Production Company: Curious Film
Director: Robin Walters
General Manager: Peter Grasse
Producer: Tara Riddell
25 Comments
Unfortunately for Ideaworks, that particular perennial question was answered in 2002, by Chicken Tonight out of SOM. The ad was a Gameshow spoof that lifted sales by 37%.
I bought some chicken from Lenards the other day. It was off. Never going back there again. Nuff said.
These made me smile, especially the yoga spot. Nicely directed too.
Very funny stuff, well done IdeaWorks.
FOOD STYLIST: Robert Carmack
Maybe they should have spent more time thinking about what the second idea was instead of running with the first one.
Hahahah well done lads love the ranga red head bride. Wots for dinna?
Sorry … no.
Nice work. Not going to set the world on fire but hats off for doing a agood job. Solid directing, good casting, there’s even an idea in there. It’s a good honest, tidy campaign. Props!
IdeaWorks are back to there old Super Cheap Auto goodness. Cracking! And Robin Walters is choice!
Quite nicely filmed but not very good.
Nicely filmed, nicely directed and a nice idea. Gala!!!
8.33… You sound like you’re from Corfu…are ya?
Solid.
Funny stuff, great performances. The wedding one is awesome. IdeaWorks are pumping out some very cool stuff lately. Congrats to all involved. Ex IdeaWorker.
Nice one Tom (and team) funny stuff! hit me up when you’re in melbourne next mate
Well done JGB, TR and PK and the wonderful crew who I gather weren’t all credited.
This is rubbish. Cliche after cliche after cliche in a montage. What a waste.
11.39, you my friend are a cliche/ faceless gronk. Make my coffee boy.
Good job boys – well done PK, James and Tom.
2.54 – PLR, you are a very, very, very great bloke.
Enough with the love fest, it’s a nice spot for a Chicken retailer. Strategically solid, beautifully filmed, well directed and cast. There’s really nothing negative I can say about it even though I’m inclined to sledge. Good job.
If you didn’t get the gag the first time, at least you have three other chances before the 30′ ends.
Love the Wedding. Great cut. Great casting. Perfect delivery.
well done ideaworks!
solid work, really beautifully filmed, well directed and casted..
well done PK, James and Tom. im sure a lot of long hours went into this…