Thinkhouse has created a new cross-platform campaign for the fresh produce company Keelings.
The new campaign is part of a new brand refresh for the company called “Love that Keelings Feeling” and includes TV and radio ads featuring iconic Irish group B*Witched and their famous track “C’est La Vie”
“Keelings is an Irish brand, proud of its strong heritage, with almost 100 years of business in Ireland,” says Jo Batty, sales and marketing director, Keelings Retail Ireland. This next stage of the brand’s journey was to build on its already well-established credentials, ensuring its relevance in today’s market with consumers. Taste and enjoyment are at the essence of all our campaigns moving forward as we continue to strive to inspire more people to enjoy fresh produce.
According to Jane McDaid, founder & head of creative innovation, Thinkhouse: “Keelings is the category leader in Ireland, and need to ensure they are remaining relevant in today’s ever-changing market, driving excitement and innovation into the produce category.
“We quickly concluded that the marketing investment fast food gets versus fresh produce is not only tenfold but supported by sophisticated and entertaining customer communication, making it no surprise we have a global challenge with healthy eating.
“We wanted to use the tricks and tactics of the fast-food industry (taste-focused, transformation, sociability, fun, reward, music-led) and use the same powerful marketing techniques to help more people ‘fall in love with fresh fruit and produce’ to drive healthier choices in a fun way. Using B* Witched’s iconic ‘C’est La Vie’ for the ad campaign, alongside the refreshed tagline of Love That Keelings Feeling dials up the positive, transformational, sociable, rewarding feeling you get when you taste Keeling’s fresh produce; in the most Irish way possible.”
CREDITS:
KEELING’S
Client: Keelings
Sales and Marketing Director: Jo Batty, Keelings
Senior Brand Manager: Sarah Burnamje, Keelings
Assistant Brand Manager: Sophie Lyones, Keelings
Agency: THINKHOUSE
Strategy: Claire Hyland
Creative Strategy & Ideation: Jane McDaid
Director (TVC) Johnny Cullen
Design & Art Direction: Shane Kenna
Creative Ideation & Script: David Coffey
Creative Tech: David Balfe
Client Service Kieran O’Donovan
Agency Producer Laurie Easterby (
PR Donna Parsons
Legal and Copyright David Coyle
PARTNERS
Producer: Anne-Marie Curran
DOP:Aidan Gault
Grade Leandro Arouca: RAYGUN
Sound:Will Farrell, Blast Studios
Music Rights: Jon Jon Mehigan, Loud & Clear Music
Art Department: Ciara O’Donovan
Food Stylist: Anne-Marie Tobin
Costume Designer: Sarah Flanagan
Hair and Make Up: Nina Ayoub
Choreographer: Lisa Watson
Virtual Production: Screens Hi Res
