Bürgen launches slightly naughty ‘Are you a Burgen Virgin?’ campaign via Colenso BBDO

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Screen Shot 2014-01-31 at 11.15.00 am.jpgColenso BBDO has launched its first project with George Weston Foods for Bürgen Bread this week.

 

The slightly naughty campaign is designed to first get Bürgen noticed and also set up its new brand positioning ‘Beautifully Made’.

Says Steve Cochran, ECD of Colenso BBDO: “It’s fantastic bread, just not enough people have tried it. We deliberately played off the name Bürgen to give it more recognition and get Kiwis referring to it by name.”

 

The bread aisle is one of the most competitively fought in the supermarket, one where you need to do something special to stand out.

 

Bürgen made a great start at the end of 2013 by re-launching their range with impactful new packaging. This campaign gives consumers even more reason to look at the brand. It purposely challenges people to whether they’ve tried it or not.

 

Four outdoor billboards and four TVCs (15 second moving billboards) were all shot by photographer Tim White. While a series of complementary ‘food centric’ executions were shot by Kieran Scott.

 

Says Cochran: “There are a lot of Bürgen virgins out there. We hope to tempt as many as we can.”

Director and Photographer: Tim White

Food Photographer: Kieran Scott

Executive Creative Director: Steve Cochran

Head of Art: Mike Davison

Agency Producer: Jen Storey

Planner: Ruth Blair

Head of Account Service: Scott Coldham

Project Director: Angela Vance

Production Company: IDC