AUCKLAND, Thursday: Creative content shop Pitchblack Partners has engineered a new campaign for Meadow Fresh that aims to explore the embracing of vulnerability, and “having the courage to let our kids have experiences that enable them to grow”.
Pitchblack’s Josh Moore said: “Most New Zealanders will remember the feeling of their first taste of independence – being allowed to go to the dairy by themselves, walk to school with their mates, or cooking by themselves for the first time … the journey of emotion – nervousness, the unknown, the sense of pride and accomplishment.
The outstanding new tvc captures a Kiwi kid embarking on her first solo trip to the dairy, while her parents wait nervously at home; and is resolved with a sense of pride for both the parents and child when she returns home with the milk.
“This reminds Kiwis that growth doesn’t come from sitting still – we grow by getting out there and giving things a go.”
“Meadow Fresh has been encouraging Kiwi kids to grow for decades, through sensible nutrition choices, and physically through support of community-based sports programmes,” says Meadow Fresh marketing manager Angela Monk.
“As kids, our parents let us roam happily, but as adults, we’re less inclined to offer our kids the same freedom. The new campaign from Meadow Fresh explores the cultural shift, and how we grow as individuals through moments of vulnerability, and having the courage to let our kids have experiences that enable them to grow safely.”
Josh Moore said: “As a parent with primary school aged kids, I’m determined to protect them, but I’m also highly aware that most of my fears are irrational.
“This campaign is designed to remind Kiwis that growth doesn’t come from sitting still – we grow by getting out there and giving things a go.”
The Growth needs Goodness campaign includes TV, outdoor, digital, social and PR.
Agency: Pitchblack Partners
Director: Robin Walters
Music & Sound Design: Liquid Studios
Client: Goodman Fielder
Head of Retail Marketing: Katherine Jensen
Marketing Manager, Meadow Fresh: Angela Monk
Brand Manager, Meadow Fresh: Liam Nolan
Head of Consumer Engagement: Meghan Blair
Media Agency: MBM
- More about Pitchblack here
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