John West is kicking off a $1 million campaign and competition inviting consumers to submit their 'Ultimate Power Ballad' to be used as part of a radio advertisement.
Created by BWM Melbourne, the campaign positions John West's Tuna & Rice as the ideal lunch for people on the go.
BWM executive creative director Murray White said: "We loved the idea of Tuna & Rice as a sort of personal lunchtime support people can call upon whenever they need it.
"So we created Ultimate Power Ballads from the Ultimate Power Lunch, in which the product professes its devotion to listeners. The commercials are enviably funny, relatable and disruptive."
The radio ads highlight relatable lunchtime situations such as Brenda from finance stealing your sandwich or accidentally clicking send-all instead of reply for a private email.
The national radio campaign will be complemented by a partnership with Today Network's Hamish & Andy's Happy Hour Show.
Listeners will be invited to submit their own power ballad themed around their favourite Tuna & Rice flavour for the chance to win $10,000.
Simplot group marketing manager Stuart Sterling said: "The competition is a fantastic way of engaging consumers while highlighting the campaign's key messages.
"Hamish and Andy offer the perfect platform to promote and excite consumers on the new range, and we expect some very eccentric and entertaining submissions."
Submissions for the competition can be made via the John West Facebook page. Entrants have the option of submitting their own ballad or performing one of the provided scripts.
Entrants' submissions will be used as part of a radio ad for the campaign with the winner announced at the end of February.
The campaign will also run across out-of-home path-to-purchase located outside supermarkets, office tower displays, in-store, catalogue and consumer sampling.
Credits
Creative: BWM
Executive Creative Director: Murray White
Copywriter: Chris Hanrahan
Art Director: Mike Fritz
Agency Producer: Sally Cunningham
Production Assistant: Karlene Van Opdorp
Client Services: Belinda Murray, Hugh Baulch, Steph Kostos
Sound: Cameron Giles-Webb and Sean Calleja, Gusto Music
Media: Huckleberry
Digital: Hard Hat Digital
