Jarvis Marketing and OMD Adelaide launched the new campaign marking the supermarket’s official split from the Metcash Group.
Independent Adelaide full service agency, Jarvis Marketing and OMD Adelaide has launched Drakes Supermarkets campaign Ingredients for Everyday marking the supermarket’s official split from the Metcash Group.
The campaign communicates Drakes Supermarkets range of ‘ingredients’ by featuring a series of relatable ‘everyday’ scenarios ranging from ingredients for ‘first days’ to ‘birthdays’ from ‘cool days’ to ‘pool days’ and so on.
The campaign was shot over eight full days and incorporated 120 talent, mostly staff and families of Drakes Supermarkets.
In total there were 300 minutes of footage and 800 still shots which were cut to produce the eight brand TVCs, weekly retail TVCs, digital and outdoor assets.
The campaign is currently running across TV, digital, outdoor and radio throughout South Australia and Queensland.
“We are really proud as an agency group to complete execute the launch campaign for Drakes Supermarkets in such a challenging category," Jarvis Marketing and OMD Adelaide managing director Mark Elsdon says.
"To execute the strategy, creative, media, digital and PR, is a credit to our small but talented team. We have worked cohesively to pull off a campaign that will shake up the grocery sector and challenge the big guys.”
The agencies' creative director, Daniel Martinovich says he was proud of the campaign as it is relatable and creates an emotional connection to the Drakes Supermarkets brand by connecting the products they provide to their customers and their everyday lives.
“I’m proud of what we’ve created, it’s a campaign that creates a genuine emotional connection to the brand through relatable every day scenarios and will help to grow advocacy for the Drakes Supermarkets in the increasingly competitive supermarket category," Martinovich says.
The agency also had the responsibility for the public relations and launch event of the Drakes Supermarkets $125 million, state of the art distribution centre (DC).
The self-funded DC is equivalent to 3 times the size of the MCG and is the most advanced independent distribution and logistics centre of its kind.
Jarvis and OMD Adelaide won the Drakes Supermarkets creative and media account back in 2017 after a competitive pitch process.
In 2017, Drakes Supermarkets soft launched into the Queensland market from under the Super IGA banner with the ‘Ingredients for Everyday’ campaign.
The success of this campaign gave the management team the confidence to break away from Metcash/Foodland Group and execute the campaign in South Australia.
Credits
Leader Street Advertising Group | Jarvis Marketing & OMD Adelaide
Mark Elsdon – Managing Director
Daniel Martinovich – Creative Director
Isabella Dashorst – Graphic Designer
Mel Elsdon – Digital Account Manager & PR
Kristy Elsdon – Media Manager
Sara Russel – Media Planner
Natalie Chomel – Talent Coordinator
Production Company - Passel Media
Stephen Packer – Director
Adam Camporeale – Cinematographer
James Wire – Camera Assistant
Bec Troisi – Hair and Make Up
Lauren Brice – Production Designer
Richard Rees-Jones – Gaffer
Fiona Roberts – Food Stylist
