Serving up a new look
How refreshing creative stirred new audiences’ appetites
Following a review of Donald Russell’s brand properties by Conran, WPNC set to work overhauling the best-performing existing creative. This “brand wash” of the look and feel of executions such as press ads and inserts marked the starting point of bringing the butcher into a new era, and included new creative and better photography of the meat. Tone of voice was also refreshed.
The work needed to make an impact across new styles of advertising that Donald Russell hadn’t tried before, not least digital channels. Executions were aimed at attracting a younger target market for the brand, more likely to engage online, while not losing focus on the staple, existing 65-plus audience.