Cheestrings: Calcium Mash-up|短视频|广告营销案例【ADGuider广告指南】

Cheestrings: 钙捣碎

案例简介：英国领先的奶酪零食品牌 Cheestrings 正在推出一则新广告，以突出其钙给妈妈的证书。作为 100万英镑运动的一部分，它将在 8月22日突破，并将运行 9月结束之前，按照 “重返学校”。由法伦创作的 30 '广告得到了广泛的在线和离线公关活动的支持, 并以品牌大使 “mr strings” 为特色，以剪辑为蒙太奇，设置为 70s 风格的轨道，绘制关于他顽皮的天性。英国克里食品公司首席营销官菲尔 · 查普曼说: “弦乐先生非常受妈妈们的欢迎，所以我们想和他一起玩，让他成为 70 年代 “达拉斯-esq” 广告的明星。我们认为既能吸引妈妈的注意力，又能很好地把关于钙的信息带回家。" 英国克里食品公司乳制品营销总监凯利 · 拉弗蒂说: “孩子们喜欢 cheetstrings，因为它们是一种有趣美味的小吃。对那些富有的妈妈来说更好钙，对健康的骨骼和牙齿至关重要。在繁忙的返校期间，我们我要提醒妈妈们，这是孩子们午餐盒的一大补充。" “斯特林先生” 最初是由广告公司法伦在 2009年设计的，他的任务是重新定位 cheetstrings 作为一个有趣的品牌，帮助妈妈在日常战斗中鼓励她孩子们吃得很好。迄今为止，Strings 先生已经在英国出现了 3 个广告，“Strings 先生” (2009)，“check” In (2010) 和 “意大利面” (2010)。“Spaghetti” 广告在转弯方面特别成功在短短一年的时间内，意大利面就变成了 3m 品牌。今年早些时候，cheedstrings 发起了吉诺的 “美食大战”，这是一场由名人发起的运动主厨 Gino d 'acampo 旨在推动与妈妈们的品牌重新评估。活动，贯穿始终育儿网站 Netmums，让妈妈们围绕放一起为孩子们准备一个健康、有趣的午餐盒，同时加强 Cheestrings 的营养证书。

Cheestrings: 钙捣碎

案例简介：Cheestrings, the UK’s leading cheese snack brand, is launching a new ad to highlight its calcium credentials to mums. Part of a £1million campaign, it is set to break on the 22nd of August and will run until the end of September, in line with the back-to-school period. The 30’ ad, created by Fallon, is being supported by an extensive online and offline PR campaign, and features brand ambassador ‘Mr Strings’ in a montage of clips set to a 70s-style track that draws on his playful nature. Phil Chapman, Chief Marketing Officer Kerry Foods UK, said: “Mr Strings is hugely popular with mums, so we wanted to have a little fun with him by making him the star of a 70s ‘Dallas-esq’ ad. We think it works really well to both capture the attention of mums and drive home the message about calcium." Kelly Rafferty, Marketing Director of Dairy, Kerry Foods UK, said: “Kids love Cheestrings because they are a fun and tasty snack. Even better for Mums they are rich in calcium, which is essential for healthy bones and teeth. During the busy back-to-school period, we are going to remind mums that it is a great addition to kids’ lunchboxes.” ‘Mr Strings’ was originally devised by advertising agency Fallon in 2009, who were tasked with repositioning Cheestrings as a fun brand that helped mum in her daily battle to encourage her children to eat well. To date, Mr Strings has appeared in 3 ads in the UK, ‘Mr Strings’ (2009), ‘Check In’ (2010), and ‘Spaghetti’ (2010). The ‘Spaghetti’ ad was particularly successful in turning Cheestrings Spaghetti into a £3m brand within the short space of a year. Earlier this year, Cheestrings launched Gino’s ‘Good Food Fight’, a campaign fronted by celebrity chef Gino D’Acampo aimed at driving brand reappraisal with mums. The activity, running through parenting website Netmums, engaged mums in a discussion around the challenges of putting together a healthy, fun lunchbox for kids whilst reinforcing the nutritional credentials of Cheestrings.