McCann-Erickson is set to launch Dalesby’s, a buttery spread from Van
den Bergh Foods next week, with a pounds 1 million TV campaign that uses
nostalgia to highlight the product’s taste.
The campaign centres around the theme of recreating happy memories. In
the launch film, a fictional woman called Alice recalls a special moment
in a tea-room during the Queen’s Coronation of 1952. The moment is then
recreated for her by her husband who has the tea-room restored to its
former glory for a special return visit.
As Alice steps back in time, the only difference from her original tea-
room experience is that she uses Dalesby’s instead of butter on her
food. The idea is summed up by the endline: ‘Tastes better than the
taste you remember.’
Richard Dowdle, the director in charge of Van den Bergh at McCanns,
said: ‘The taste sector continues to grow and split into two, with those
who are attracted by the fun, humour, and brashness of I Can’t Believe
It’s Not Butter, and those who are attracted by a more serious tone of
voice. Dalesby’s is for this latter group who want and appreciate more
traditional values.’
Dalesby’s will compete in this competitive sector of the yellow fats
market against brands such as Clover. Made with butter-milk and fresh
cream, it is designed as a butter substitute.
Dowdle said: ‘In the past, food was simple, unadulterated and honest.
The McCanns campaign references this past, but also establishes
Dalesby’s as a brand for today’s market.’
