NEWS: Walsh Trott adopts modern theme for first Sharwood’s ad

Walsh Trott Chick Smith has produced its first advertising for Sharwood’s since winning the account last August, with a campaign aimed at making the spice products more user-friendly in an increasingly crowded market.

Walsh Trott Chick Smith has produced its first advertising for

Sharwood’s since winning the account last August, with a campaign aimed

at making the spice products more user-friendly in an increasingly

crowded market.



The campaign is also the first branding exercise undertaken by

Sharwood’s, which confined itself to product-specific promotions at its

previous agency, WCRS.



The commercial contrasts traditional images of the Far East, the

historic homeland of spices, with the vibrant and energetic ‘tiger

economies’ of the present day.



Written by Dave Trott, art directed by Gordon Smith and directed by Ian

Giles for Annexe Films, the film will run initially for six weeks before

returning in February to coincide with the Chinese new year.



The ad highlights the fact that half the world’s population lives in the

Far East with the strapline, ‘It’s half the world. It’s Sharwood’s.’



The film will break nationally on Monday to spearhead a major

repositioning exercise by the RHM subsidiary. Media is being bought by

BBJ Media Services.



Sharwood’s has been looking for a strategy and campaign to help it

regain its brand leadership in the ethnic food market which has been

eroded in recent years by new entrants. The company has found itself

squeezed between authentic offerings from rivals such as Patak and mass-

market products from Homepride and Uncle Ben’s.



Amanda Walsh, the Walsh Trott managing partner, has had a long

association with Sharwood’s, whose account she handled when she joined

WCRS in 1982. The business followed her when she quit as the agency’s

managing director last year.



‘Sharwood’s has always been known for its high quality, but is seen as a

distant brand with a ‘deli’ heritage,’ Walsh said. ‘The idea is to

create a personality for the brand which is younger and more exciting.’



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