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

令人惊讶的是，蜂蜜熏鲑鱼

案例简介：健康与幸福广告公司LRXD推出了 “令人惊讶的是，蜂蜜熏鲑鱼”，这是其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。创意着重于鲑鱼的完整风味，新鲜度和独特调味料的惊喜元素以及品牌的活泼个性。在一段15秒的视频中，一名女性在面试时被问到她最大的弱点是什么。“令人惊讶的是，” 她回答说，“蜂蜜熏鲑鱼” -- 她从钱包里拿出一包，把它放在面试官的桌子上。即时租用。在另一种情况下，爸爸打开了少年房间的门，并迅速将其关闭。“你看到了什么？” 关心的妈妈问。“令人惊讶的是，蜂蜜熏鲑鱼，” 他回答说，混淆。蜂蜜熏鲑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，蜂蜜熏鲑鱼” 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 “值得在10英尺类型中吹嘘的新口味？” 最初，户外工作在丹佛大都会地区进行; 它将2020年传播到其他城市。 “Honey Smoked Fish Co. 作为一个品牌来到我们这里，过去致力于生产最高质量，从未冷冻的烟熏三文鱼-并且具有非常古怪的品牌个性，” 创意总监Andy Dutlinger说。“研究告诉我们，第一次尝试的人一致惊讶于它的味道有多好。因此，我们利用这种洞察力创建了一个可以超越品味的活动，“Dutlinger继续说道。 LRXD在2018年后赢得了蜂蜜熏鱼业务。它是公司的记录机构。 LRXD最近为产品线中的原始蜂蜜烟熏鱼和其他六种口味创建了新包装: 大蒜和香草鲑鱼，芒果哈瓦那鲑鱼，橙姜鲑鱼，胡椒鲑鱼和辣椒和青柠鲑鱼。该设计以更好地吸引注意力并代表品牌个性的外观向购物者提供了更多的产品信息，这是大胆，现代，健康意识，方便，古怪，关怀，真实和有点怪异的。该品牌的POV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这样写道。“好吧，那和煮熟的鲑鱼。” 中间的右sm是唯一的插图，代表了该品牌的大，大胆，愚蠢的个性-微笑的鲑鱼。

令人惊讶的是，蜂蜜熏鲑鱼

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.