OMD/Fuse & TVNZ launch Burgen campaign

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AUCKLAND, Today: George Western Foods, with agency and media partners OMD/Fuse and TVNZ, have launched their new brand campaign Switch to Burgen, leveraging the comedic wit and credibility of Kiwi Breaker Upperers actor Jackie Van Beek.

Brand manager Lisa Pearce said: “Burgen has proven that once product is in hand and used for a week, then people will be open to making the switch. The challenge was to create a trial catalyst in a disruptive way.”

In a series of handheld doco-styled TVCs, Van Beek is seen staking out supermarkets and popping out of bread aisles to unexpecting customers.

“Allowing Jackie freedom to adlib meant we could leverage her comedic talent to create a campaign we absolutely love.”

Pearce said: “When TVNZ’s Blacksand suggested Jackie, we were really excited by the idea.  We loved her humour and personality and felt she would be perfect to communicate our key brand messages, in a way that was both authentic and engaging.

“Allowing her the freedom to adlib on the day meant we were able to leverage her comedic talent, to create a campaign we absolutely love.”

The integrated On Demand Personalisation and Ad On Pause activity went live yesterday, making Burgen the first FMCG Food brand to leverage these functionalities. With Van Beek capturing attention across TVNZ channels, a similar approach was taken online.

  • The agencies chose not to supply a credits list.

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