BBH gives Stork sense of fun

Bartle Bogle Hegarty has created a new TV campaign for Van den Bergh Foods’ famous margarine brand, Stork.

Bartle Bogle Hegarty has created a new TV campaign for Van den

Bergh Foods’ famous margarine brand, Stork.

The four 20-second spots aim to capture the fun that children experience

when baking. They each open with a shot of a Stork egg-timer ringing,

before showing four different children getting to grips with the finer

points of baking - and all making a terrible mess.

The first ad, entitled ’sleeves’, shows a little girl wearing spectacles

getting in a sticky situation while making dough. Another spot, called

’weighing’, shows a little boy concentrating on measuring flour from a

large bag. He just reaches the required 8oz when the rest of the flour

spills on to the scales - and over him.

The endline, ’just add kids’, is written in icing on the finished cakes

and tarts at the end of each ad.

The ads break nationally in mid-November, with a new execution airing

each week on ITV, GMTV, Channel 5, Channel 4 and Sky. They will run

until the end of December. Spots are planned to appear around peak

daytime and early evening viewing.

The campaign was created at BBH by the art director, Tony Davidson, and

the copywriter, Kim Papworth. It was directed by Tessa Sheridan through

Freedom Films.

Baking has been in decline for the past ten years. However, recent

research commissioned by Van den Bergh has identified that mothers are

rediscovering baking as a fun activity to explore with their children.

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