St Ivel caricatures its own management in a new commercial marking
a significant push into the branded cheese market.
In the ad, the boss and his financial director argue over a plan to
insure the nose of their cheese tester, Mr Wilson, who gives his name to
The film will make its debut in the Central region this week before a
planned roll-out backed by a pounds 1.5 million budget.
It is the first to be produced by Mitchell Patterson Grime Mitchell
since the agency won the business six months ago. It is the agency’s
first ad for a St Ivel’s brand in a four-year relationship with the
company - Mitchell Patterson had previously been confined to new product
development. St Ivel’s two main roster agencies, DMB&B and Leo Burnett,
were both asked to respond to the brief.
Steve Grime, the Mitchell Patterson creative partner, said: ’We wanted
to show that Mr Wilson is a cheese of outstanding quality but do so with
a bit of gusto.’
The ad was written by James Hollybone, art directed by Stuart Woods and
directed by Peter Richardson through Jack Strong. Media buying is being
handled by BMP Solutions in Media.