CLIENT OF THE WEEK: Oriental plans microwave war - Sandy Sewell aims to give flavour to the Chinese meal brand, Jade Garrett writes

Following the news that RVP Foods has awarded its #2.5 million advertising account for Oriental Express to Doner Cardwell Hawkins and Booth Lockett Makin (Campaign, 6 November), the agencies are now preparing for the launch of a TV campaign, due to break next year.

Following the news that RVP Foods has awarded its #2.5 million

advertising account for Oriental Express to Doner Cardwell Hawkins and

Booth Lockett Makin (Campaign, 6 November), the agencies are now

preparing for the launch of a TV campaign, due to break next year.



’Humour will play a key role in the new ads,’ says Sandy Sewell,

marketing director for the Chinese frozen food brand. ’With 70 per cent

brand awareness already, the product is understood by the consumer. What

the brand needs now is a personality. We want to make it warm and fun,

there will be nothing complicated about the new advertising,’ he says.

We can expect to see at least four executions on air throughout next

year with some poster advertising later on.



The campaign will be launched to coincide with the Chinese New Year in

early February and, while it will include advertising for existing

stir-fry mixes, the agencies have been briefed to concentrate on the

introduction of new lines and an overall brand awareness.



Sewell believes that the brand’s success lies in its accessibility and

the fact that Chinese food appeals to all ages. ’Chinese food obviously

isn’t as spicy as Indian so kids can try it too,’ he says.



Oriental Express is currently the only branded frozen Chinese food range

but its new campaign, the first since 1997, is designed to tackle the

competition from an ever increasing number of ready-meal brands.



’The 90s consumer is looking for food that is microwaveable, so brands

such as Sharwoods, the Linda McCartney range and frozen pizzas are all

indirect competitors for us,’ Sewell says. Oriental is also directly

challenging the traditional Chinese take-away’s position at the heart of

Britain’s fast-food culture.



’We can’t say we are the take-away in your freezer, but it’s a fact that

the retail sector is taking business away from the catering industry,’

he says. ’And at around #2 a go, one of our stir-fries is an appealing

option for someone who doesn’t want to venture out in the cold and rain

to the local take-away.’



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