RPM3 returns Linda McCartney range to TV after three years

The Linda McCartney range of meat-free foods is ending a three-year exile from TV amid renewed efforts to move out of its vegetarian niche.

The Linda McCartney range of meat-free foods is ending a three-year

exile from TV amid renewed efforts to move out of its vegetarian

niche.



RPM3 has produced the pounds 1 million initiative, which aims to take

the United Biscuits-owned brand into the mainstream by making it

attractive to meat eaters.



A commercial making its national debut on Friday is part of extra

support being given to the brand, including new products and

packaging.



All are intended to help overcome continued consumer prejudice against

vegetarian food. Paul Cowan, RPM3’s managing director, said: ’The Linda

McCartney range tastes terrific, which wasn’t always the case with this

kind of product.’



The agency took advice from leading chefs on the best way to present

food before shooting the commercial.



Written and art directed by Tim Johnson, the film features a new mince

product which is claimed to match its non-vegetarian counterpart’s

taste, while being more nutritious and containing less fat.



It was directed by Gus Filgate for Atwell Martin. Media planning and

buying is through Leo Burnett.



’We set out to create a film that would make people hungry,’ Simon

Gravatt, the RPM3 account director on the business, said. ’In most food

commercials, the product relies on props to make it look good. This is

like the best stills photography, which shoots the food close up.’



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