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
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.