NEWS: McCann-Erickson takes nostalgic line in Dalesby’s work

McCann-Erickson is set to launch Dalesby’s, a buttery spread from Van den Bergh Foods next week, with a pounds 1 million TV campaign that uses nostalgia to highlight the product’s taste.

McCann-Erickson is set to launch Dalesby’s, a buttery spread from Van

den Bergh Foods next week, with a pounds 1 million TV campaign that uses

nostalgia to highlight the product’s taste.



The campaign centres around the theme of recreating happy memories. In

the launch film, a fictional woman called Alice recalls a special moment

in a tea-room during the Queen’s Coronation of 1952. The moment is then

recreated for her by her husband who has the tea-room restored to its

former glory for a special return visit.



As Alice steps back in time, the only difference from her original tea-

room experience is that she uses Dalesby’s instead of butter on her

food. The idea is summed up by the endline: ‘Tastes better than the

taste you remember.’



Richard Dowdle, the director in charge of Van den Bergh at McCanns,

said: ‘The taste sector continues to grow and split into two, with those

who are attracted by the fun, humour, and brashness of I Can’t Believe

It’s Not Butter, and those who are attracted by a more serious tone of

voice. Dalesby’s is for this latter group who want and appreciate more

traditional values.’



Dalesby’s will compete in this competitive sector of the yellow fats

market against brands such as Clover. Made with butter-milk and fresh

cream, it is designed as a butter substitute.



Dowdle said: ‘In the past, food was simple, unadulterated and honest.

The McCanns campaign references this past, but also establishes

Dalesby’s as a brand for today’s market.’



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