Where’s Bega? is the question in campaign to promote new kids’ range of cheese snacks
Clemenger BBDO Melbourne is launching a campaign for Bega’s new Kids range of cheese snacks. Made from real Bega cheese, the campaign follows the highly successful ‘Real Town. Real Cheese.’ campaign the agency created for the brand in 2008 and the more recent ‘Real Farmers’ campaign.
Real Australian kids were asked the question, “Where’s Bega?” inschools, houses and locations around the country. Their answers, in thetrue way that children think, are all about the here and now: “In mymouth”; “In my lunchbox”; “In the fridge”.
We are, of course, talking about the real Bega – the real town where real cheese is made.
The new range includes Bega Junior and Bega Shapers as well as thepopular Bega Stringers in new varieties – Cheddar and Swiss flavours.
The chilled cheese snacking segment is worth $75 million in Australia,where it’s purchased by 25.6% of households. This is in comparison tothe total cheese category which is bought by 99% of households.
Andrew Noisette, marketing and business manager, Bega, says the newrange of Bega Kids snacks will drive further growth and penetration ofcheese snacks: “The new Bega kids range offers a healthy everyday snackalternative to the plethora of unhealthy options available for kids. This new campaign will help establish cheese in the snacking repertoireand drive strong growth in the segment,” he said.
Agency: Clemenger BBDO, Melbourne
ECD – Ant Keogh
Writer – Julian Schreiber
Art director – Tom Martin
Producer – Jason Byrne
Account Service – Sue Peden, Mandy Henderson and Mahli Pullen
Director – Sean Meehan
Production Company – Soma Films
Executive Producer – Samantha McGarry
Media agency – OMD
Client – Andrew Noisette, Vanessa Bush
10 Comments
fish in a barrel. nice job.
You guys need a holiday. They’ve been working you too hard.
I find these a bit boring.
Bega’s a hole. Literally, it’s in a hole. But it needs everyone’s tourism bucks so take the extra drive from Merimbula to see some cows and Tony from Magpie Music.
Come on Australia, you can do it.
Nice ad.
i like this whole campaign and these two just seem to be doing the best work in the country right now. well done.
Ok, that’s why they have a house style of parody. When they don’t, this is all that is left.
Boring.
In my mouth.
The kid at the end looks like a 5 year old Tony Abbott.
Actually, most of the kids look like serious characters. Good to see something a bit different in the casting – 99% of Australian ads with kids in them either have pretty little blonde kids, or odd-looking rangas.
Oh, anyone who thinks this won’t work just doesn’t understand who the target audience is (which should be obvious, really, given that it’s something kids put in their lunchboxes).
Not everything is meant to appeal to 25 year old, male, advertising creatives. And sometimes, if you’re staying on-brand, you have to do work that 25 year old, male, advertising creatives won’t personally like. Hard to believe, but true.
Bad clients kill stuff because they personally don’t like it, even when it’s on brief and talking directly to the audience. Don’t fall into the same trap.
Will work it’s arse off.
I’m glad they put the endline in there, otherwise Mum’s wouldn’t understand what the cheese sticks were for.
Not being sarcastic, I’ve seen research groups before.