Birds Eye is showcasing the transformation of the humble potato into deli chips in a new campaign by J. Walter Thompson Melbourne.
The campaign aims to challenge peoples perceptions of frozen food by showcasing the craftsmanship that goes into its premium chip range Birds Eye Deli Chips.
Director Simon Harsent and the production team created movie-like sets for the ad, which was shot at Sydney's Fox Studios. The sets featured 7m by 3m hanging backdrops that featured working mechanical sets and aimed to provide an added level of craft and quality. The campaign required one ton of dirt and 320 potatoes to create the finished product.
“We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle. The concept of ‘prep’ moves the conversation to one of choice over convenience," said Jess Lilley, creative director, JWT Melbourne.
"With Harsent directing, we were able to beautifully execute our pride in the creation of a bloody tasty chip.”
JWT: Birds Eye '‘We prep. You cook''
Agency: J. Walter Thompson Melbourne
Executive Creative Director: Kieran Antill
Creative Director: Jess Lilley
Senior Creative: Katie Moore
Senior Creative: Nicholas Sellars
Senior Designer: Jess Van De Vlierd
Senior Planner: Brigitte Bayard
Group Account Director: Jessica Johnson
Account Manager: Emma Rutherford-Ward
Producer: Sandi Gracin
Production Company: The Pool Collective
Director: Simon Harsent
Executive Producer: Cameron Gray
Producer: Ian Ford
Director of Photography: Simon Ozolins
Music: Declan Harsent
Art Director: Jamie Morris
Wardrobe: Janai Anselmi
Post Production: Dave Whittaker, The Editors
Client: Birds Eye
Brand Manager: Laine Birnbaum
Marketing Communications Manager: Evonne Williams
Marketing Communications and Branding Manager: Justin Taylor
General Manager, Marketing: Suzanne Harman
Initiative
