NEWS: BST-BDDP signs star radio producer for Le Creuset push

BST-BDDP has signed up the star radio producer, John Lloyd, to direct and produce a radio campaign for Le Creuset, the cast-iron range of cookware from France.

BST-BDDP has signed up the star radio producer, John Lloyd, to direct

and produce a radio campaign for Le Creuset, the cast-iron range of

cookware from France.



The agency has produced seven 60-second commercials to highlight the

quality, tradition and durability of the Le Creuset range. The ads all

start by poking fun at the disposable nature of so much of today’s

culture and then go on to compare this with the lasting values of Le

Creuset.



The spots were written by BST’s creative director, Tom Hudson, together

with Lloyd. They break on 28 October for six weeks and will be aired

again in the new year. The advertising schedule is built around Classic

FM.



Hudson commented: ‘We saw an opportunity to produce some great work in a

medium that is seldom taken seriously by the creative world at large.’



He continued: ‘In a world of throw-away cameras, boil-in-the-bag sauces

and wear-once underpants, our intention is to remind people of the joys

of owning a stylish product that is made to last. John Lloyd cut his

teeth on radio with the BBC and still understands it better than almost

anyone in the business.’



Elizabeth Hale, Le Creuset’s marketing manager, said that she was

surprised that BST recommended radio, and added: ‘We have always thought

of Le Creuset as a visual brand, but we are delighted with this

campaign.’ Media is bought by Media Campaign Services.



BST wrested the creative work for Le Creuset out of Saatchi and Saatchi

- which had created D&AD award-winning work for the brand - in June

1995. Paul Bainsfair, BST’s joint chief executive, wooed the client on

the basis of his former connections, having originally brought the

business into Saatchis when he was chairman of the agency in the late

80s.



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