It ain’t pretty – featuring cute little piggies alongside salted bacon packs, but Kiwi Bacon surely gets its free-farmed message across in its new TV campaign out of indi Auckland creative agency YoungShand.
YoungShand CD Scott Maddox said: “We wanted to take an honest approach with the advertising, throwing open the farm gates and putting the pigs front and centre.”
Strategy director Jesse Kellysaid: “The time was right to connect the public to the source of their bacon. In recent years we’ve observed a notable shift in consumers wanting more traceability of the products they’re buying. Like the way we now shop for chicken or eggs.”
“It’s brave for a client to be an open book in what has traditionally been a sensitive subject. Hats off to them for putting it all on display.”
Kiwi Bacon worked with Dow Goodfolk to relaunch their packaging, highlighting kindly farmers, and picturesque parts of the farm where sows can often be found roaming the hills.
No actual gas chambers or sharp knives, however!
YoungShand GAD Ben Hopkinson said: “It’s brave for a client to want to be an open book in an area that has traditionally been a sensitive subject. Hats off to them for putting it all on display. They have been great to work with, and we’re looking forward to working on future campaigns together.”
CREDITS
Agency: YoungShand
Creative Director: Scott Maddox
Art Director: Jack Wadham
Copywriter: Daniel Nelson
Strategy Director: Jesse Kelly
Group Account Director: Ben Hopkinson
Account Executive: Lesley Anderson
Content Producer: Caroline Wells
Director: Marco Siraky
Production Company: Content Boutique
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