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
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
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.’