Goodman Fielder, with their creative partner Shine, has launched a new brand platform for the iconic Vogel’s bread. “It’s all based around the uniqueness of Kiwis, and of the bread they love,” says Shine ECD Chris Schofield.
This campaign marks the first TV work for Vogel’s bread in almost a decade, and is a part of marking the 50th birthday of the brand.
Goodman Fielder GM marketing Rachel Ellerm said: “Vogel’s has been part of New Zealand for 50 years and over that time our country has changed a lot. But we think there’s one thing that’s always lay at the heart of our success as a nation; diversity and uniqueness.
“Every Kiwi, no matter who they are brings something special to the table and we want to celebrate that.”
Eight ordinary/extraordinary Kiwis
The idea centres around the true life stories of eight Kiwis that all bring something special to the table – a father who raised three girls alone, a streaker who eluded capture, a young woman who taught kids in an Iraqi war zone, a New Zealander of Chinese descent who speaks fluent te reo Maori even with English as a second language, a Pharmacist born in Kenya who has lived in New Zealand for 25 years who can name every All Black since 1987, the longest serving extra on Shortland St, a woman for whom sign language was her first language even though she isn’t deaf, and a woman who stood between a harpoon and a whale – and bought, named, and crewed the original Rainbow Warrior.
None of them had met and all of them were kept in the dark about the project, not knowing anything about what they were doing and what they were there. Only knowing they were doing a commercial with Vogel’s, and they would tell their individual stories.
“The group came together in laughter and respect, and they connected in the unique way Kiwis do.”
The group was then seated at a table together, broke bread and told each other their personal stories. “As they do so, the group comes together in laughter and respect, and they connect in the unique way Kiwis do,” Ellerm said.
“It’s a simple but powerful observation, and celebration of the fabric of this modern New Zealand.”
Schofield: “Vogel’s is a truly iconic Kiwi brand. One of those brands you work on and you immediately feel the responsibility of doing work that lives up to its history.
Like making a novel
“It’s been a true collaboration with the team at Goodman Fielder. From the writing of the initial concept to the final edits. We’ve lived in each others’ pockets for months to get this right. We’re stoked to have made a campaign that feels so right for Vogel’s.”
Curious Films director Oliver Green talks about the process of making an ad using real people without making a done-to-death ‘real-people’ ad.
“The ad hinges on the folks round the table. So casting was more like researching a novel than making a commercial.
“We saw hundreds of people and heard some amazing stories to get to our eight breakfast guests. From there it was just about letting the stories unfold without hassling the moments too much. We weren’t just aiming for sound bites. We wanted authentic people’s experiences and a shot at putting some truth in a piece of advertising.”
The campaign includes a three-minute launch spot, 60 and second edits, online content, outdoor, POS, social, and digital advertising.
CREDITS
Client: Goodman Fielder
Head of Marketing: Rachel Ellerm
Marketing Team: Jo Sutherland, Andrew Fenwick, Meghan Blair, Kate Swan
Agency: Shine
ECD: Chris Schofield
Creative Team: Billy McQueen, Martin Brown, Matt Simpkins
Agency producer: Nick Barnes
Head of Planning: Andy McLeish
Account team: Olivia Baloghy, Lily-rose Dyer, Tim Ellis
Managing Director: Simon Curran
Production Company: Curious Films
Director: Oliver Green
Producer: Stu Giles
Editor: Jonathan Venz / Ben Chesters
Audio: Liquid
Song: Chris Knox Not given Lightly (Flying Nun & Mushroom Publishing.)
Music Supervision: Aeroplane Music
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