Roasts make return in Brasserie’s Paxo spot

In an abrupt change of strategy, Paxo’s latest advertising campaign moves away from trying to encourage people to use stuffing in new ways, and shifts instead to persuading families to share Sunday lunch together more often.

In an abrupt change of strategy, Paxo’s latest advertising campaign

moves away from trying to encourage people to use stuffing in new ways,

and shifts instead to persuading families to share Sunday lunch together

more often.



The pounds 2 million campaign, which launches this week, was created by

the Advertising Brasserie. The first of three 30-second spots is

entitled ’manipulation’. It opens on a middle-aged woman pleading with

one of her grown-up children to come to a family lunch the following

Sunday - ’otherwise it’s just me, your dad and the dog,’ she wails.



When she gets the answer she wants, it becomes obvious that she has only

been feigning distress. Meanwhile, a voiceover asks: ’What are you doing

this Sunday? Paxo ... go on, phone your family now.’ The ad finishes on

the entire family enjoying Sunday lunch together - with mum serving a

portion of stuffing.



’As families eat together less frequently, when they do the occasion

becomes more special - the perfect opportunity to serve Paxo,’ said

Jonathan Gatward, group product manager at Centura Foods, which produces

Paxo.



Advertising Brasserie was appointed to the Paxo business in September

last year when it was asked to create a Christmas campaign.



RHM, Paxo’s parent company, called a review of its entire pounds 15

million advertising arrangements in July - spanning the Manor Bakeries,

Centura Foods and British Bakeries divisions. The review extends to

RHM’s six creative roster agencies.



These include Grey which handles Mr Kipling; Abbott Mead Vickers BBDO

which handles Robertson’s; TBWA GGT Simons Palmer which handles

Sharwoods; D’Arcy which has Hovis; and the Advertising Brasserie with

Paxo. BBJ Media Services, which plans and buys media for the RHM group,

is unaffected by the review. A decision is not expected until the new

year.



The ads were written, art directed and directed by Dave Shelton and Liz

Waldron.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).