This April, Linda McCartney Foods will be returning to TV for the first time in 15 years with a week-long series of documentary style advertising exclusively on ITV1’s This Morning.
This innovative media solution conceived by Total Media, is part of a wider integrated marketing campaign telling the story of the hunt to find the UK’s tastiest meat-free dish – created by Feel.
Linda McCartney Foods will take over an entire ad-break for a week to air a series of real life documentaries created by marketing agency Feel, which feature the three finalists filmed in their home towns making their meat-free recipe. Each two minute ad will ask viewers to vote for their favourite on www.itv.com, with the recipe crowned the UK’s tastiest meat free dish.
From Summer 2011, the winning dish will join the Linda McCartney Foods range and available to purchase through nationwide retailers. The slots will be aired during the 11.23am ad-breaks on 4th, 5th, 6th and 7th April with the winner announced on Monday 11th April on ITV1. All the documentaries are available to view on ITV.com throughout April, linking through to the main Linda McCartney site where further content around the campaign will be available.
James Gentle, Marketing Manager Linda McCartney Foods said: "The solus ad breaks shot documentary style enables us to tell the story of the campaign and brand, showcase the top three dishes and encourage further participation in the Linda McCartney brand. The This Morning audience complemented by our on-going on-line and press activity all help to attract new consumers to the brand and frozen meat-free category.”
He adds: “I'm especially looking forward to launching the product inspired by our winner in August and for those who can't wait that long, we've some exciting new Linda McCartney products launching now."
James Hart, Head of Insight, Total Media said “This is an attention grabbing campaign that will really deliver value for Linda McCartney Food. Our insight that mums secretly desire to be budding recipe creators drove the idea from the very beginning. A carefully targeted TV approach played a vital role in connecting the drama of the documentary formats with the best inspirational food content relevant to busy homemakers looking for healthier food solutions for their family.”
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