Bürgen launches slightly naughty ‘Are you a Burgen Virgin?’ campaign via Colenso BBDO
Colenso 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
15 Comments
Seemed like such a good line. Such a cool territory to explore. And then… those ads STINK. I mean seriously, it’s just a guy eating bread… and then the line “he said he was a Burgen Virgin”. What the f*ck is that? Sorry. This is the worst ad I’ve seen in a long long time. I can’t get over how bad it is.
I can imagine in the meeting someone said: “We’ll make bread sexy, yeah, people will love it” — and then this ad was made… What shocks me most is that Colenso is PR’ing it.
Seriously… It’s January and I’m certain the FairGo worst ad of the year is locked up.
Agree with What the… This is seriously shit work. Some of the worst ever. Embarrassingly cringe-makingly crap.
I dosen’t even rhyme.
I don’t hate it, at least it’s different.
I don’t get it. And I don’t like it. I feel dirty, used and slightly confused. Probably like someone who just lost their virginity at a drunken party.
We should get a lawyer to write a Cease and Desist letter and get these ads off CB.
At first I thought there was a v/o missing from the sound mix, but then I realised that they were just plain baffling, and quite frankly, rubbish.
Bad start to the year for Colenso.
I’m so sorry…
These are quite underdone. Are those ads really what they made?
full disclosure: I work for ddb.
it’s like getting all the shit bits from the rushes and then making a shitty, crumbly edit sandwich out of them.
and he said he was a burgen virgin
or
the night i found my husband fucking the bread.
These ads a below the dignity of a good bread maker such as Burgen. Please take them off.
Let’s just say that Burgen Virgin should be called Bogan Slogan.
THIS IS NOT EVEN SMART AND I WILL NEVER EAT BREAD AGAIN
I really like burgen bread and have been eating the bread for years until now. This is due to your ad. It is just downright rude and suggestive. Do you think we the public needs to be subjected to this kind of advertising as it belittles our intelligence and has no place for this kind of advertising. I hope Burgen pull the ad off the screens and other forms of advertising this product. Until they do I will not be buying this bread.
I’m very disappointed that Burgen have stooped to such poor and unsophisticated advertising. I really enjoy their product but if it so desperate to sell it’s product they need to employ a more intelligent advertising agency
Have been eating Vogel s of late directly as a result of this.