Y&R brings Fred up to date for Homepride ad

Young & Rubicam has created its first work for Homepride cooking sauces this week since taking the creative business from HHCL & Partners at the start of the year.

Young & Rubicam has created its first work for Homepride cooking

sauces this week since taking the creative business from HHCL & Partners

at the start of the year.



The animated campaign, backed by an pounds 8 million spend, drops HHCL’s

idea of using real people from ethnic backgrounds but with strong

regional accents to promote the sauces. Instead, it relies on

Homepride’s spokesman, Fred the Flourgrader, and introduces a new

sidekick, Claude, a Cockney TV chef.



In the first 30-second ad, Claude is filming his cookery show in front

of a live TV audience. ’Right then,’ he tells the audience, ’here’s a

new one for you. It’s tasty, its exotic, it’s my own Balti curry.’



Fred, watching Claude’s programme from his seat in the audience, voices

his suspicions. ’Aha, that’s interesting,’ he mumbles. He wanders onto

the set and in front of the cameras to expose Claude’s trickery by

revealing cans of Balti cooking sauces hidden in the chef’s cupboard.

The ad ends with Claude banging his head on a giant can of Balti curry

in frustration, shouting ’Rumbled again!’. The endline reads: ’Trust

Homepride to make Balti brilliant.’



The ad was created at Y&R by the copywriter, Richard McGrann, and the

art director, Andy Clough. It was directed by Barry Joll through Barry

Joll & Associates. Animation was by Hibbert Ralph.



The commercial breaks nationally this week on terrestrial and satellite

TV.



Media planning and buying is through Zenith Media.



HHCL lost the Homepride account in January following the appointment of

Y&R to Campbell’s worldwide roster. Although HHCL had created some much

talked-about advertising in the three years it held the brand, the

account had been vulnerable since mid-1995 after the sale of Homepride

cooking sauces to the US-based Campbell’s.



Nigel Adams, the Y&R account director on Homepride, said: ’Our brief was

to bring Fred into the 90s so we have introduced a counterfoil to him in

the shape of Claude, the TV chef. Fred and Claude will run in future ads

for the foreseeable future.’



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