Surprisingly, Honey Smoked Salmon|户外|广告营销案例【ADGuider广告指南】

令人惊讶的是，蜂蜜熏三文鱼

案例简介：健康与幸福广告代理商LRXD推出了 “令人惊讶的，蜂蜜熏鱼”，这是客户蜂蜜熏鱼公司的第一个创意作品。集成媒体活动包括数字视频，OOH，显示和付费社交 (Facebook和Instagram) 元素。该创意着重于三文鱼饱满的风味，新鲜度和独特的调味料以及品牌活泼的个性的惊喜元素。在一个15秒的视频中，一名妇女在求职面试中被问及她最大的弱点是什么。“令人惊讶的是，” 她回答，“蜂蜜熏三文鱼” -- 她从钱包里拿出一包，拍在面试官的桌子上。即时雇用。在另一个地方，爸爸打开了他少年房间的门，并迅速将其关闭。“你看到了什么？” 忧心忡忡的妈妈问道。“令人惊讶的是，蜂蜜熏鲑鱼，” 他困惑地回答。蜂蜜熏三文鱼产品在超市和网上出售。户外广告也采用了这样的标语: “令人惊讶的是，蜂蜜熏制的三文鱼” 是广告牌的解毒剂，上面写着 “早餐、午餐、晚餐和超级怪异的甜点” 和 “10英尺型值得吹嘘的新口味？” 最初，户外工作是在丹佛都会区进行的; 它将2020年传播到其他城市。创意总监安迪·杜特林格 (Andy Dutlinger) 表示: “蜂蜜熏鱼公司是作为一个品牌来到我们这里的，过去一直致力于生产最高质量、从未冷冻过的烟熏三文鱼 -- 并且具有非常古怪的品牌个性。”“研究告诉我们，第一次试探者对它的味道有多好有一个一致的惊喜。因此，我们利用这种洞察力创造了一个可以超越品味的运动，“杜特林格继续说道。经过2018年，LRXD赢得了蜂蜜熏鱼业务。它是公司的备案代理机构。 LRXD最近为原装蜂蜜熏鱼和产品线中的其他六种口味创造了新的包装: 大蒜和香草三文鱼、芒果哈巴内罗三文鱼、橙姜三文鱼、裂胡椒三文鱼和辣椒和石灰三文鱼。该设计以更好地吸引注意力并代表品牌个性的外观为购物者提供了更多的产品信息，大胆，现代，注重健康，方便，古怪，关怀，真实和有点怪异。该品牌的观点是 “充满活力的生活”。包装将海蓝色与每个SKU的对比色搭配在一起，并带有关于风味，新鲜度和其他品质的大胆声明，例如复古彩绘标志。“新鲜度是我们的主要成分，” 每个水平方向的包装都写道。“好吧，那是煮熟的三文鱼。” 中间的右拍是唯一的插图，代表了品牌的大，大胆，愚蠢的个性-微笑的三文鱼。

令人惊讶的是，蜂蜜熏三文鱼

案例简介：Health & Happiness Advertising Agency LRXD has launched “Surprisingly, Honey Smoked Salmon,” its first creative work for client Honey Smoked Fish Company. The integrated media campaign includes digital video, OOH, display, and paid social (Facebook and Instagram) elements. The creative focuses on the surprise element of the salmon’s full flavor, freshness and unique seasonings along with the brand’s snappy personality. In one 15-second video, a woman is asked what her greatest weakness is at a job interview. “Surprisingly,” she replies, “Honey Smoked Salmon”—as she pulls a pack out of her purse and slaps it on the interviewer’s desk. Instant hire. In the other, dad opens the door to his teenager’s room and quickly shuts it. “What did you see?” concerned mom asks. “Surprisingly, Honey Smoked Salmon,” he replies, confoundedly. Honey Smoked Salmon products are sold in supermarkets and online. Out-of-home advertising also employs the tagline: “Surprisingly, Honey Smoked Salmon” is the antidote for billboards that read “For breakfast, lunch, dinner and super weird dessert” and “New flavors worth bragging about in 10ft type?” Initially, the outdoor work is running in the Denver-metro area; it will spread to additional cities in 2020. “The Honey Smoked Fish Co. came to us as a brand with a past steeped in producing the highest-quality, never-frozen smoked salmon—and with a very quirky brand personality,” said creative director Andy Dutlinger. “Research taught us that there was a unanimous surprise amongst first time tryers related to how good it tasted. So, we used that insight to create a campaign that could ladder up beyond taste alone,” Dutlinger continued. LRXD won the Honey Smoked Fish business after a pitch in 2018. It is the company’s Agency of Record. LRXD recently created new packaging for Original Honey Smoked Fish and six other flavors in the product line: Garlic & Herb Salmon, Mango Habanero Salmon, Orange Ginger Salmon, Cracked Pepper Salmon, and Chipotle & Lime Salmon. The design delivers more product information to shoppers in a look that better captures attention and represents the brand’s personality, which is bold, modern, health-conscious, convenient, quirky, caring, authentic and a little bit weird. The brand’s POV is “Life at full flavor.” The packaging pairs sea blue with a contrasting color for each SKU and features bold pronouncements about flavor, freshness and other qualities illustrated like vintage painted signs. “Freshness is our main ingredient,” each horizontally oriented package reads. “Well, that and cooked salmon.” And right smack in the middle is the sole illustration representing the big, bold, goofy personality of the brand—a smiling salmon.