Very Important Potatoes|短视频|广告营销案例【ADGuider广告指南】

非常重要的土豆

案例简介：TYRRELLS 在有史以来第一次 “荒唐” 的电视活动中投资了 250 万英镑高端零食制造商泰瑞尔 (Tyrrells) 正在发起其有史以来第一次电视广告活动。该品牌在 2017年底之前在媒体上花费 250 万英镑，视频点播、户外和社交媒体支持电视广告。这部由伦敦维登 + 肯尼迪创作的电影将从 9月11日播出，一直持续到 11月底。竞选活动看到了一个新的口号的引入; “在泰瑞尔找到你之前，我们所做的是荒谬的”, 用泰瑞尔明显的英语语调，将包装上标志性的黑白角色栩栩如生。画外音由演员兼印象派画家彼得 · 塞拉菲诺维茨 (The Tick，银河守护者，死者肖恩) 提供。这个古怪的广告，包括一部 20 “TVC” 和 20 “社交电影，以赫里福德郡脆片制造商为了让他们手工制作的薯片味道如此美味而拍摄的荒谬长度。广告围绕着 Tyrrells Court Farm，该品牌在那里生产薯片，幽默地给人们带来了选择最好土豆的方式，让他们的薯片味道 “非常好”。 Tyrrells 的营销总监亚当 · 德雷珀说: “作为我们有史以来的第一个电视广告, 我们想让 Tyrrells 品牌的古怪和不敬的本质变得栩栩如生，但也解释了为什么我们的薯片味道如此之好。我们希望这个 TVC 能以一种娱乐的方式讲述我们的暴民故事，并最终说服人们出去尝试我们奇妙的手工薯片。" Wieden + Kennedy London 创意总监 Ray Shaughnessy 补充道: “Tyrrells 的世界是一个独特的英国和 barmy 世界，它让它变得栩栩如生是一种极大的乐趣。与狗和兔子一起工作，我们把每个人在背包上看到的角色和其他一些怪人一起扔在一起，重新想象泰瑞尔在赫里福德郡的家中的生活。最重要的是，我们已经开始提醒人们 Tyrrells 是什么让 Tyrrells: 荒谬惊人的薯片!" Tyrrells 零售额为 56m 呼吸道合胞病毒 *，在过去两年里渗透率增长了 35% (14% 至 19% * *)。荒谬的好运动将继续推动品牌意识和渗透，招募更多的顾客购买高级手工薯片，并推动总类别增长。

非常重要的土豆

案例简介：TYRRELLS INVESTS £2.5M IN FIRST EVER ‘ABSURDLY GOOD’ TV CAMPAIGN Tyrrells, the premium snack manufacturer, is launching its first ever TV advertising campaign. The brand is spending £2.5m on media before the end of 2017 with video on demand, outdoor and social media supporting the TV advertising. The films, created by Wieden+Kennedy London, will air from September 11 and run until the end of November. The campaign sees the introduction of a new tagline; ‘It’s absurd what we do before Tyrrells gets to you’, bringing to life the iconic black and white characters from the packaging with a distinctly Tyrrell’s English tone of voice. The voiceover is provided by actor and impressionist Peter Serafinowicz (The Tick, Guardians of the Galaxy, Shaun of the Dead). The quirky advertising, which includes a 20” TVC and 20” social film, plays on the absurd lengths the Herefordshire crisp maker goes to in order to make their hand-cooked crisps taste so delicious. The advert is centred around Tyrrells Court Farm, where the brand produces its crisps, humorously bringing to life the way they select the finest potatoes to make their crisps taste ‘absurdly good’. Adam Draper, Marketing Director at Tyrrells, said: “As our first ever TV advert, we wanted to bring to life the quirky and irreverent nature of the Tyrrells brand but also explain why our crisps taste so absurdly good. We hope that this TVC will tell our Tyrrells story in a way that entertains and ultimately convinces people to go out and try our fantastic hand-cooked crisps.” Ray Shaughnessy, Creative Director at Wieden+Kennedy London added: “The world of Tyrrells is a distinctively English and barmy one and it's been a total pleasure bringing it to life. Working with Dog & Rabbit, we've taken the characters that everyone sees on pack and thrown them together with a bunch of other eccentrics, re-imagining life in Tyrrells' home of Herefordshire. Most importantly though, we've set out to remind people what makes Tyrrells Tyrrells: absurdly amazing crisps!" Tyrrells retail sales are £56m RSV* with penetration growing 35% over the last two years (14% to 19%**). The Absurdly Good campaign will continue to drive brand awareness and penetration, recruiting more shoppers into premium hand-cooked crisps and driving total category growth.