Miles Calcraft unveils Thorntons campaign

Miles Calcraft Briginshaw Duffy has created its first TV campaign for the struggling luxury confectioner Thorntons, since it was appointed to the business in August.

Miles Calcraft Briginshaw Duffy has created its first TV campaign for the struggling luxury confectioner Thorntons, since it was appointed to the business in August.

The pounds 1.5 million multimedia seasonal push, which launches this Friday, will attempt to boost Thorntons' flagging profits. In its full-year results in September, Thorntons announced that profits had fallen by 40 per cent to pounds 6.6 million.

Two humorous executions will run for three weeks aiming to reach younger, more frequent buyers.

The first ad shows a woman in a furniture shop measuring the lengths and widths of the arms of armchairs to find one with enough room to accommodate loads of Thorntons products. The spot closes with the endline 'Thorntons. There's lots in store for you', as the woman's young son pinches a chocolate.

In the second execution, a line of children with smart school uniforms and red socks run into school wishing their teacher a happy new year.

At the end of the line, there is a boy who can barely walk because his socks are so baggy that they drag behind him. The scene cuts to his mother stuffing his socks with Thorntons stocking fillers.

Thorntons' marketing director, Helen Wilcox, said: 'These ads cleverly demonstrate the variety that we have at Thorntons in a light-hearted and entertaining way.'

Malcolm Duffy and Ella Wilson wrote the ads and art direction was by Paul Briginshaw and Caroline Oliver. They were directed by Ronnie West through RSA.

Media planning and buying is by New PHD Compass.



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

Become a member

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