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.’