Credits:
Client: Connacht Gold
Title: Have it all
Media: TV/press/ online
Advertising Agency: Bloom
Account Director: Abigail Gaskin
Creative Direction: Michael Walsh
Agency Producer: Damian Penco
Director: Barry McCall
Producer: Maxine Brady
Production Company: Pull the Trigger
The Lowdown:
Bloom Advertising has created a new TV and print campaign for Connacht Gold Half-fat Butter. It features the Connacht Gold brand ambassador Pippa O’Connor.
“We wanted to communicate that as well as being half-fat, Connacht Gold is also real creamy butter,” said Karen McGarty, Communications and Brand Manager at Aurivo Consumer Foods.
Research identified that there is a misconception among consumers in relation to how real butter is packaged and presented. “Consumers expect real butter to be wrapped in foil, whereas Connacht Gold Half Fat Butter comes in a tub, and consumers, by and large, associate a tub with spreads” explained Abigail Gaskin, Account Director at Bloom.
This opened the door creatively and led to the thought ‘There are some things you don’t expect to find in a tub’.
Another creative team within Bloom were working with the concept ‘You really can have it all – Half the fat and real creamy butter’. It seemed intuitive to merge both ideas to become a really big brand thought, and Pippa O’Connor who is the Connacht Gold brand ambassador was the natural choice to front the campaign.
Speaking about the work, Damian Penco, Director of Bloom Advertising, commented, “The advert is the perfect merger of two distinctive advertising thoughts and feels spot on for the brand. It is a campaign we are really proud of”.
The 30-second TV commercial, which was shot by fashion photographer Barry McCall, and produced by Pull the Trigger has just gone on air. Print and online executions will support the TV.
