My Food Bag introduces Russell the Brussels Sprout in latest “Families Make Dinner, Dinner Makes Families” campaign via Saatchi & Saatchi
My Food Bag has launched a new brand campaign, Families Make Dinner, Dinner Makes Families, via Saatchi & Saatchi New Zealand.
The work highlights the importance of quality time spent around the dinner table and also introduces a new character to help deliver this message – Russell the Brussels Sprout.
The campaign launched with the first 60″ in cinemas and the 60″ TVC went live last night, with 30″ spots across the following weeks, along with supporting online and digital content including an interactive digital storybook for children. Each week an AR enabled sticker in deliveries releases a new chapter of audio that takes Russell and his friends on their adventures.
Russell the animated Brussels Sprout character was created by Assembly.
Says Lou Cunningham, CMO at My Food Bag: “Our purpose is more than delivering nutritious, fresh meals to thousands of Kiwis every week. Dinner provides more than just fuel – it’s at the heart of families – we laugh, solve problems, take time out of busy lives to actually talk. There’s plenty of research to suggest friends and families making meals and eating together will help create an even better New Zealand.”
Adds Toby Talbot, CCO of Saatchi & Saatchi: “There are few success stories as impressive as My Food Bag. And not just as one of New Zealand’s fastest ecommerce businesses either. In just a few years, Nadia’s recipes have transformed the health and wellbeing of thousands of Kiwis. Every day, more and more families are learning that dinner is so much more than just dinner. It’s valuable time spent together. So we have created a new ‘spokesveggie’ to join Nadia. Someone with a unique perspective on family life. Not everyone loves Brussels sprouts, but we think they’ll make an exception with this guy”.
Creative Agency: Saatchi & Saatchi New Zealand
Chief Creative Officer: Toby Talbot
Production Company: Assembly
Director: Damon Duncan
Producer: Helen Naulls
Music: Liquid Studio
Composer: Peter van der Fluit
Producer: Tamara O’Neill
Animation: Assembly
Media Agency: Zenith Optimedia New Zealand
Client: My Food Bag New Zealand
Chief Marketing Officer: Louise Cunningham
Marketing Manager: Sarah Moller
8 Comments
The agency possums, wild animals and now vegetables go to if they want to talk in a TV ad.
Car purchasing monsters
It’s a pretty good ad though!
https://vimeo.com/106780828
Do it all? Nice Credit list.
anyone able to reveal why the brussels sprout in question inexplicably has an english accent or
Not sure Russell’s casual approach to his little rellies being stabbed and eaten will endear him to audiences – lol. And in the accompanying (really badly written) children’s picture book, it’s his nephew – and Russell even laughs gleefully over his demise. I kinda think kids deserve better writing and better books than that.
Why does a kiwi-grown Brussels Sprout speak with an English accent? I thought we were well beyond this… And does he live under the table? Thumbs down for Russell.