L&P launches new ‘Bit Different Aye’ campaign and TV spots via Saatchi & Saatchi New Zealand

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Trying to describe what L&P tastes like is tackled in a distinctly kiwi way this week in the new Saatchi & Saatchi campaign for L&P via Saatchi & Saatchi and directed by Wade Shotter from Flying Fish.

 

The iconic kiwi brand launches four new 15 second TV spots with the ‘Bit Different Aye’ campaign, which follows an online competition on their Facebook page.  

Saatchi & Saatchi ECD, Antonio Navas, says that it was key to retain the iconic kiwi humour, but that the brand needed a more contemporary look and feel.

 

Says Navas: “It’s one of New Zealand’s favourite brands, so the last thing we wanted to do was change it completely. We wanted to contemporise L&P in a way that still made everyone smile.

 

“The great thing about L&P is when you ask someone to describe the taste, they really can’t put their finger on it. We had a lot of fun exploring this in the scripts, and trying to bring the taste to life in a more interesting way.”

 

The new TV ads coincide with the Taste-a-liker, an online app that encourages the 190,000 strong Facebook community to tell us what L&P tastes like. Cinema, street posters and sampling will continue to drive the campaign across summer.