Kiwi Bacon brings home the free farmed bacon in newly launched TV campaign via YoungShand
With ever-growing demand from the public to know where their food comes from, Kiwi Bacon has put a stake in the ground, launching a bold new campaign, developed by YoungShand, that reinforces its 100% New Zealand free farmed position.
YoungShand worked with Kiwi Bacon to help re-establish the iconic brand.
Says Scott Maddox, creative director, YoungShand: “We wanted to take an honest approach with the advertising, throwing open the farm gates and putting the pigs front and centre.”
The TV spot takes viewers on a tour of the farm where pigs can be found roaming expansive paddocks, hanging out in big eco sheds and foraging in the forest. It’s a humorous, light-hearted approach to a sensitive topic that most brands have traditionally steered clear of.
Jesse Kelly, strategy director at YoungShand, thinks it’s something consumers are ready for.
Says Kelly: “The time was right to connect the public to the source of their bacon. In recent years we’ve observed a notable shift in consumers wanting more traceability of the products they’re buying. Like the way we now shop for chicken or eggs.”
Says Brydon Heller, marketing manager, Kiwi Bacon: “We’re thrilled with the general response to
the ad, and sales have seen a bump since we launched. We look forward to the rest of the digital roll out with this transparent approach in mind.”
As a key part of the overall campaign, Kiwi Bacon worked with Dow Goodfolk to relaunch their packaging, highlighting a picturesque part of the farm where sows can often be found roaming the hills. Taking their free farmed positioning into supermarket chillers.
Says Ben Hopkinson, group account director, YoungShand: “It’s brave for a client to want to be an open book in an area that has traditionally been a sensitive subject. Hats off to them for putting it all on display. They have been great to work with, and we’re looking forward to working on future campaigns together.”
YoungShand
Creative Director: Scott Maddox
Art Director: Jack Wadham
Copywriter: Daniel Nelson
Strategy Director: Jesse Kelly
Group Account Director: Ben Hopkinson
Account Executive: Lesley Anderson
Content Producer: Caroline Wells
Director: Marco Siraky
Production Company: Content Boutique
9 Comments
No crates. No stalls. Conveniently missed out the bit about the gas chambers though.
@Missed the point – Then please don’t eat it, there’s more for us 🙂
@missed the point – Wouldn’t you rather eat meat from animals that have been well cared for up until their point of death?
Born and raised to be killed and eaten.
However it’s done ain’t very pleasant. There’s no moral ground for any meat maker.
Compared to the Beehive work, I’d say that this and will probably create sales result.
Saying that, it’s nice to see some money being spent by a client and YS doing something better than their usual stuff.
Well done to Scott and the team involved.
Can’t wait for Safe to get ahold if this one and splice in some graphic died piglet shots and farmers abusing their animals.
I hope they do. As probably every one of the pigs used in the ad is dead now. ‘well cared for’ and gassed and slit throats at slaughter? Riiiight.
Funny how the above ‘troll’ comments come from fast food and dairy consumers.
Wow I will never eat any other bacon again!!!!! BEAUTIFUL