Linda McCartney Foods to return to TV
Linda McCartney Foods is set for its first TV campaign for the first time in 15 year as it looks to launch a week-long series of documentary-style adverts during This Morning on ITV1.
The adverts, conceived by Total Media, will be part of a wider marketing campaign which will relay the story of the brand’s search for the UK’s tastiest meat-free dish.
An entire advertising break will be taken over for each work-day of the first week in April, featuring three finalists in their own home.
The campaign, by marketing agency Feel, will feature the three finalists in their home towns making their meat-free recipe during each two-minute advert. Viewers will then vote for their favourite through the ITV website.
The winning dish will then be made available through Linda McCartney Foods from summer.
The adverts will run at 11.23am from 4-7 April, with the winner being announced in another advert on Monday 11 April.
James Gentle, marketing manager for Linda McCartney Foods, said: "The solus ad breaks shot documentary style enables us to tell the story of the campaign and brand, showcase the top three dishes and encourage further participation in the Linda McCartney brand. The This Morning audience complemented by our on-going on-line and press activity all help to attract new consumers to the brand and frozen meat-free category.”
The documentaries will also be available on ITV’s website and link through to the main Linda McCartney site.