The Unilever subsidiary, Van den Bergh Foods, has handed The Ogilvy
Group the task of creating a dedicated advertising site for its brands
on the interactive TV service, Open.
Ogilvy & Mather, partnered with Ogilvy Interactive, pitched against four
interactive agencies - Deep End, The Junction, 4I and The Hub - to
secure the task.
The Ogilvy team supplied creative and strategic recommendations to
centralise the Oxo, Five Brothers, Ragu, Colman’s and Chicken Tonight
brands under a single umbrella site. The site will offer recipe tips,
among other services.
The agency is also planning long-term initiatives that will roll the
concept out on the internet and in client-funded programming. The
venture will target busy mothers seeking new ideas for family meals. The
recently launched Open will enable them to shop via their TVs.
The project means that the agency, already on the Unilever roster, will
be working on brands that are handled above the line by J. Walter
Marcus Vinton, the creative director and head of interactive
communication at O&M, said: ’Against such talented competition this win
is a tremendous vote of confidence. Our job is to create a new satellite
brand offering total infotainment, as well as extending existing equity
within the Van den Bergh portfolio into different channels. This
promises to be the most advanced portal of its kind, offering creative
convergence over several digital platforms.’