Saucey firm gets Very Lazy at Brand Nursery
English Provender Company, the condiment, chutney, dressings and sauce manufacturer, is investing £1.5m in creating a new brand for its ingredients range.
The new stand alone brand will be called Very Lazy, the name currently used as a label descriptor of English Provender’s ingredients.
Very Lazy, currently comprising chopped and paste variants of jar garlic, chilli and ginger, will be backed by a "record through-the-line investment", which will launch in the New Year.
Says Mark Bosworth, marketing controller: “We are clear that the trade requires strong, well-supported brands and with this, our largest ever campaign, we are putting our money where our mouth is, to prove we are serious players in our categories.”
The company is committing £1.5m over three years to convey the new Very Lazy proposition to customers and consumers. New pack designs are being backed by creative built around “the world’s fastest human chopper”, Lazlo Vaslavsky.
TV and cinema advertising kicks off in the first week of January, along with a 48-sheet outdoor poster campaign.
Leeds-based The Brand Nursery, who developed the campaign idea, commented: “Lazlo brings a little bit of wit and humour to the mundane task of chopping and preparing ingredients. Everyone needs a helping hand in the kitchen from time to time and with Lazlo being faster than ‘a squirrel chased by a bear’ he’s just the man to communicate this key piece of insight.
"The campaign includes 40 & 10 second TV commercials, a cinema commercial and, online. We are delighted that the English Provender Company has built a full programme of marketing and PR support around him and it’s certainly fitting of the world’s fastest human chopper”
Initial focus will be on the established Very Lazy range of chopped and paste ingredients, but plans are already well advanced to extend the range and packaging formats from early 2010.