Adrian J Cotterill, Editor-in-Chief
Warburtons – the UK’s second largest grocery brand – has marked the launch of its latest product, Toastie Pockets, with a huge digital execution on Ocean Outdoor’s The Wall @ Westfield – London’s second biggest outdoor media site.
The campaign, created by multi-award winning agency WCRS, aims to convince shoppers that Warburtons really do make a toastie you can toast in the toaster with the line, ‘The toastie you can toast in the toaster. No, really’. The creative forces bystanders to collude with the joke by reading the digital poster headline from left to right and back again, causing viewers to shake their heads as though in disbelief.
This execution follows the launch of a radio and OOH campaign, fronted by two 40” spots featuring Barbara Windsor and Brian Blessed; incensed by Jonathan Warburton’s audacity to create such a ground-breaking innovation, the celebrities leave voicemails expressing their disbelief that such a product really exists. Both spots end with the reassurance that Toastie Pockets actually are the toasties you toast in the toaster. No, really.
Billy Faithfull, Executive Creative Director at WCRS told us “At first it was just a rumour, a dream, a whisper on the wind. A toastie you toast in the toaster. My god, I texted Jonathan Warburton, you’ve got some gumption, a toastie you toast in the toaster? Give me a break. And while you’re at it, pull the other one, foot emoji. But happily, it turned out not to be unmitigated codswallop, just quality bakery innovation, no matter what Brian Blessed or Barbara Windsor say, it’s undeniably true, you can toast a toastie in the toaster. No, really.”
Full credits:
Client: Warburtons
Agency: WCRS
Executive Creative Director: Billy Faithfull
Creatives: Andy Lee, Jonny Porthouse, Matthew Kennedy & Georgia Horrocks
Agency Producer: Helen Powlette
Account Handling: Emma Marsland, Nick Waddell, Louis Lunts
Project Management: Ross Frame
Planning: Dea-Marie Watson
Agency Designers: Darren O’Donoghue, Craig Townshend
Sound: Ben Leeves
Studio: Grand Central Recording Studio
Media Agency: Mindshare
PR Agency: Freuds
Artwork: Natalie Young, Roland Williams, Peter Kelly
In London on Tuesday May 9, 2017 at The DailyDOOH Media Summit WCRS’s 14:00 Director of Innovation and Technology, Dino Burbidge will be joined on stage by Ocean Outdoor’s Head of Ocean Labs Catherine Morgan to present ‘How to Create Award Winning Content’. With WCRS continuing to create ground breaking content such as this (above) it will definitely be something, people serious about DOOH will not want to miss.
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