303 Sydney creates ‘More of the Good’ TV and digital animated campaign for Fountain Sauces
303 Sydney has created a playful TV and digital campaign for Cerebos’ new Fountain 40% Lower Sugar 70% Lower Salt Tomato and BBQ sauces (called White Crow in Victoria).
The “More of the Good” campaign highlights how Cerebos has reduced the salt and sugar content of their iconic Fountain sauce, whilst still maintaining the great taste that Australians know and love.
The animated TV spot, through Melbourne’s XYZ Studios, follows an excited bunch of cheeky tomatoes onto a bus. As they cram aboard they squeeze out a pair of less than happy salt and sugar shakers, dramatising the added tomato and reduced salt and sugar content.
Says Jon McKie, strategic planning director and MD of 303 Sydney: “There was a massive scepticism barrier to overcome. We needed to communicate the reduced sugar and salt message, whilst assuring consumers that we’ve maintained the great Fountain Sauce taste”.
The work also includes a digital campaign with online display, an addictive interactive banner game where players have to catch falling tomatoes in a Fountain bottle and a microsite with more information about the product innovation. (www.fountainmoreofthegood.com.au – N.B. Going live from Friday)
Says Simon Langley, ECD of 303: “This is one of those ideas that puts a smile on your face. Simple, engaging and brought to life with lovely animation. It feels very different for the category and should resonate well with Mum’s and kids alike.”
25 Comments
D-Grade
Really?
Someone thought it was a good idea to post this here?
OMG. What garbage.
Great job guys! Love it!
I wonder how many strategy sessions and brand workshops it took to end up with a talking tomato? On a serious note, I can’t see this doing anything for the brand. It’s so generic and downright dull that it probably wouldn’t even work as an ad for the tomato sauce category. One of the most epic of epic fails I have seen in a long time.
wow that awful – good purchase Lowe !!!
This is terrible.
Great little spot. Love the animation.
303/10000000000000
Emile and 12:47 … you must be looking at a different ad. Guinness ‘Surfer’ perhaps?
12.47 Self comment.
Look out Lowe…
Absolutely shite.
I think this has the potential to be a game changer. I love how stuffy the salt and sugar are. They certainly got what was coming to them! I think this will be putting a smile on my face for quite some time.
It’s fun and gets the message across; good work
Great little spot which does a good job explaining a message that’s important and relevant to Aussie mums, in a simple and sweet way. Good work.
great little story. enjoyed watching it
I like it. Cute spot!
The lowest of the lowe
Massive content potential for the tomato, is it too early to call titanium ?
Bring back Julie!
That quote from Simon could only have been achieved with the use of water torture and the threat of having his nails pulled out with pliers. He’s gone down in my estimation if that’s what he truly thinks.
I dont understand what everyone is complaining about, its super cute!
Funny. It’s kind of obvious that all the positive comments on this awful spot come from one person trying very hard to defend this thing.
Use of the word “Great little spot” over and over again with “cute” and “fun” thrown in kind of give away poster 12:12, 12:39, 12:47 and 3:06.
Next time you may want to at least try to make it sound like you’re different people.
2:39… As a mum I disagree with your comment – “a message that’s important and relevant to Aussie mums”. I kind of have some bigger things to worry about when it comes to my kids and If one of my ‘mum’ friends ever came up to me to share her concerns about tomato sauce I would probably suggest she got some mental help.
cute add but misses the spot, I couldnt remember what the product was. when will agencies look past cute and aim to have the viewer remember the actual product ? just my opinion