Wall’s sausage rolls. The nation’s favourite and a staple food in many family homes. So, what better way to help flog them than with a camapign of mum-focused ads running in all the main ‘women’s weekly’ magazines. Together with brand new packaging and a big push to trade, this was Wall’s’ largest ever national press and digital marketing campaign.
Once in a while everything falls into place: you get to help launch a new product, and, before it’s even hit the shelves, media outlets are clamouring over themselves to report it. So why the interest? Because it’s a new convenience food. And the final nail in the coffin for dumbed-down Britain, according to some. Never mind that it’s healthy. Or that there are plenty of other near-ready-to-eat foods that you finish off by heating. Ah, good-old-fashioned misplaced outrage. I like to think that my strapline played its part.
Agency: Veracity Marketing
Design/Art direction: Sam Richardson
Between 2010 and 2012 I was creatively responsible for Asda’s regional radio; writing and recording well over 100 ads for their stores across the UK. Whilst nearly always constrained by product and price, these were tons of fun to make. Mostly due to Spencer Bain at VTR North, and, more often than not, the Royle Family’s Ralf Little on V.O.
I debated whether to include these; the smell of cheese hangs ripely in the air. But they’re a good example of being up against tight retail constraints and a strict tone of voice. These national press ads ran towards Christmas and all headlines had to follow a simple pattern: be short, simple and shout ‘value’ through a rather large megaphone.
Agency: Gratterpalm (CreativeRace) Design/Art direction: Mark Bollon