Belton Farm – Red Fox Campaign
Our long standing client Belton Farm had just had their 2020 marketing plans halted by Covid-19 and they needed to quickly come up with new ways to continue to build momentum with the brand. We worked with them to create a multi-channel marketing campaign being run over the summer months which is focused on building further brand awareness and frequency of use of their hero flagship product, Red Fox.
THERE’S MORE TO CHEESE THAN CHEDDAR
Majoring on the fact that many consumers view the cheese aisle in their chosen supermarket as an opportunity to blindly add whichever ‘commodity’ cheese is on offer that week to their basket, we set about creating a campaign that educates them of the virtues of Red Fox, outlining that there is ‘More to Cheese than Cheddar’.
Our beloved fox was the perfect frame for our message, enabling us to get across our message at the same time as doubling down on our iconic mascot.
The hero of our campaign was Belton’s first ever TV advertising push.
PUTTING THE RED FOX ON THE BOX
The 20 second TV advert will be an integral part of the new ‘There’s More to Cheese than Cheddar’ campaign and working closely with our partners Mighty Giant, we created an add that used a distinctive stop motion style to get across the monotony of buying the same product (or slight variation thereof) every time shop, before introducing our campaign message and finally majoring on our iconic packshot.
THE WIDER CAMPAIGN
The TV campaign, which airs from Thursday 4th June 2020 exclusively on Channel 4 and runs for 4 weeks, was placed by our partners at Running Total Media, who ensured our target demographic was hit by placing the ad during relevant programme such as Come Dine With Me, Bake Off: The Professionals and Sunday Brunch.
In addition to debuting on TV, the campaign will also include activity across print and digital platforms.