FCA! has created a new TV campaign for Schwartz herbs and spices,
which encourages people to take ’the Schwartz cut’ to cooking.
The ad, written by Shaun McIlrath and art directed by Ian Harding, the
joint executive creative directors of FCA!, demonstrates the dry cooking
sauce range, Make it Fresh!, and is aimed at busy mums and younger
The first half of the 30-second ad shows still-life images of fruit and
vegetables, captioned with ’the common potato’, ’the humble mushroom’,
’the ordinary pepper’ and ’the basic banana’. A voiceover says: ’If you
want to turn ordinary fruit and veg into delicious dishes, take the
At that moment, raucous music kicks in and colours burst into view,
revealing how the fruit and veg have been transformed by Make it Fresh!
into ’crispy potato roasties’, ’creamy garlic mushrooms’, ’Mediterranean
roasted vegetables’ and ’hot caramel bananas’. It ends with the line:
’Make it Fresh! The Schwartz cut to great tasting fruit and veg.’
’It is a simple, original concept and it was essential that we
communicated the message of transformation simply and with a lightness
of touch,’ Richard Wickenden, FCA!’s account director, said.
The ad breaks next week in the regions, before a national roll-out. It
was directed by Gus Filgate through 2AM Films. Media planning and buying
are handled by MBS.