Simplot came to us on the eve of their Birds Eye master brand campaign launch. Armed with a TVC, they identified some content gaps and a lack of human presence in their campaign collateral.

We jumped on a plane to regional Tasmania to find a genuine, human story that featured the heart and soul of the people who really drive the quality of Birds Eye product.

Strategy

Place, Personality, Perfection.

Simplot wanted to connect the consumer to the grower. The captivating farm setting and the farmer’s vibrant personality were all the inspiration we needed.

Not wanting to waste a plane flight and a few lucky days with the weather, we carefully planned to make the most of every opportunity to ask more questions and film more content to give us plenty of flexibility.

Narrative Stacking

Curated Content Overload

Simplot received the hero videos they asked for and then some. The extra footage provided the flexibility to create a handful of social media edits to support their long form video.



In sorting footage, we identified 17 extra narratives that Simplot can use to support the campaign or to drive future campaigns as a bank of evergreen, on brand content.

Delivery

The collaborative, agile approach to content allowed Simplot to quickly and efficiently strengthen their current campaign while uncovering a suite of potential future narratives to explore.

This new way of working will allow Simplot to be more scalable and adaptable across all marketing channels.