APL positions Hungry Joes as food for teens

Ammirati Puris Lintas is positioning Birds Eye’s potato-based snack product, Hungry Joes, as ’fuel for teenagers’ in a new illustrated press and poster campaign.

Ammirati Puris Lintas is positioning Birds Eye’s potato-based snack

product, Hungry Joes, as ’fuel for teenagers’ in a new illustrated press

and poster campaign.



The campaign, which targets parents with a series of humorous

executions, breaks on 8 March and will run for three months. It aims to

convey the mindset of the average teenager.



There are four ads in the campaign: ’What teenagers hear’, ’What

teenagers see’, ’What teenagers do’ and ’What teenagers dream’. They

show how young people are obsessed by eating, sleeping and watching

TV.



’Hear’ shows a mother talking to her son, but all he hears are the words

’dinner’s ready’ and ’food’.



Nick Welch, the executive creative director of APL, said: ’It’s a big

step for Birds Eye. It’s quite brave targeting. It says ’Let’s not try

to be all things to all men. Let’s say this is good fuel for teenagers

and position it as such.’’



The ads will appear in women’s monthlies, including Good Housekeeping,

and weekly magazines such as Bella. They will also run in weekend

newspaper supplements. Media planning is by Carat and buying is through

Initiative Media.



The campaign was written by Welch and art directed by Melanie

Forster.



The illustrator was Liselotte Watkins.



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