In an abrupt change of strategy, Paxo’s latest advertising campaign
moves away from trying to encourage people to use stuffing in new ways,
and shifts instead to persuading families to share Sunday lunch together
more often.
The pounds 2 million campaign, which launches this week, was created by
the Advertising Brasserie. The first of three 30-second spots is
entitled ’manipulation’. It opens on a middle-aged woman pleading with
one of her grown-up children to come to a family lunch the following
Sunday - ’otherwise it’s just me, your dad and the dog,’ she wails.
When she gets the answer she wants, it becomes obvious that she has only
been feigning distress. Meanwhile, a voiceover asks: ’What are you doing
this Sunday? Paxo ... go on, phone your family now.’ The ad finishes on
the entire family enjoying Sunday lunch together - with mum serving a
portion of stuffing.
’As families eat together less frequently, when they do the occasion
becomes more special - the perfect opportunity to serve Paxo,’ said
Jonathan Gatward, group product manager at Centura Foods, which produces
Paxo.
Advertising Brasserie was appointed to the Paxo business in September
last year when it was asked to create a Christmas campaign.
RHM, Paxo’s parent company, called a review of its entire pounds 15
million advertising arrangements in July - spanning the Manor Bakeries,
Centura Foods and British Bakeries divisions. The review extends to
RHM’s six creative roster agencies.
These include Grey which handles Mr Kipling; Abbott Mead Vickers BBDO
which handles Robertson’s; TBWA GGT Simons Palmer which handles
Sharwoods; D’Arcy which has Hovis; and the Advertising Brasserie with
Paxo. BBJ Media Services, which plans and buys media for the RHM group,
is unaffected by the review. A decision is not expected until the new
year.
The ads were written, art directed and directed by Dave Shelton and Liz
Waldron.
