How do you take Albert Bartlett’s premium positioning, established through associations with Michelin star chefs, and broaden its relevancy across audiences and occasions?
As part of a competitive pitch earlier in 2019, our consumer research led us to the campaign proposition: ‘the potato you can trust’, dialling up the emotional benefits of trading up to the nation’s favourite potato brand. Given the low engagement of its commodity sector and deep-rooted stigma of the ‘humble spud’, we needed to find a big brand property to bring it to life.
Introducing the ‘dream team’ – an infectiously feelgood combination of father and daughter characters, seamless choreography and mouth-watering Albert Bartlett dishes, set to the classic James Brown soundtrack, ‘Papa’s Got a Brand New Bag.’ Watch the TVC here.
The integrated campaign launched December 2019 across national TV, cinema, radio and digital advertising. What’s more, it heralds the launch of new recyclable packaging, urging consumers to grab a brand new bag.