Campbell’s has launched a tongue-in-cheek television campaign to promote Real Stock, featuring French celebrity chef Manu Feildel.
The campaign, created by Clemenger BBDO Sydney, launched last night during My Kitchen Rules on Network Seven.
In the spot, Feildel pokes fun at “sell-outs”, despite being covered from head to foot in Campbell’s branding. The campaign aims to point out that, in contrast to “sell-outs”, Campbell’s stock is “real”.
Clemenger BBDO Sydney creative director Rebecca Carrasco said: “When you’re not the first brand to use a celebrity chef, but you are the market leader, you have to do something confident and different. And that’s exactly what Campbell’s has done with this campaign.
“It was such a great team effort from all involved and, from the amount of cook books signed at the end of the shoot, it seems Manu now has even more fans than he did before, if that’s possible. We, on the other hand, just have a few more laugh lines.”
Two 15-second TVCs, ‘Beef Stroganoff’ and ‘Rice Tip’, are set to launch at Easter.
