KR Castlemaine gets a tick of approval from the country’s toughest critics via DDB Melbourne
CB Exclusive – DDB Melbourne has launch a new TVC for KR Castlemaine (KRC) which not only signifies a regeneration of the brand’s advertising but announces a partnership with one of Australia’s most revered organisations, the Country Women’s Association of Victoria (CWA).
Building on the sentiment that KR Castlemaine’s bacon and hams are proudly ‘made with the care of the country’, the campaign shows KRC making the logical connection between taste and testing by putting its products under the scrutiny of the CWA.
DDB Melbourne creative director, Tim Holmes, says that in keeping with the authenticity of the KRC products, real people, and not actors, were used as the stars of the commercials – many of whom were CWA members from Castlemaine and the surrounding area.
“Not only is Castlemaine a beautiful area, it’s a region steeped in history and very close to the heart of what the KR Castlemaine brand stands for; it was therefore imperative to make this come to life in the commercials,” says Holmes.
The fact that CWA were happy to give their stamp of approval is something that Karin Moorhouse, marketing director of Don KRC, says is a glowing endorsement for not only the brand but the ground support in Castlemaine, where the products are made.
“To be actually making a TVC for KR Castlemaine, a brand that hasn’t seen advertising for quite some time, and for it to be marrying the two iconic organisations together is something that’s hugely exciting for us,” says Moorhouse.
“Not only will these TVCs highlight our dedication to producing smallgoods which are proudly ‘made with the care of the country’ but will capture the brand’s heartland on film when bringing the partnership between KR Castlemaine and the Country Women’s Association to life.”
With the 30″ TVC rolling out nationally this Sunday 29th May, followed by a 15″ version on 19th June, the campaign will supported with full outdoor media.
7 Comments
A massive WTF on that weird ribbon at the end?
My first reaction to this was cute but not real – and then I read that it was real. But of course it is not really is it? is just a cute construction afterall. So even with the endorsement of the CWA I don’t believe it.
The Marketing directors excitement at making a TVC? Really? Isn’t this the realm of brand managers 10 years ago?
DDBeryl
Run-of-the-mill, contrived and obviously not real.
Wallpaper work. (Must be lean times indeed if DDB are putting this out for pr.)
Do hope KR Castlemaine were smart enough to negotiate for the CWA’s logo and approval on the front of their packs? (Now that would be an idea.)
Silly ribbon device is just that…silly.
All that “top” creative talent behind such average work. I wonder if this will be the one that replaces the Big Ad playing on loop in the ECD’s office?
The ad uses a local hall, some local CWA members (with some extras used also), and accurately shows the tough judging methods used by CWA. You haven’t seen the prize ribbons the CWA uses? Everyone here in central Victoria loves ‘The baco’ and what they produce.