Birds Eye has unveiled a new ad, featuring Clarence the bear, for its recently-launched Rice Fusions range.
Birds Eye had asked The Assembly to create an ad campaign that would complement the creative treatment of other Birds Eye brand campaigns, but that would emphasise the quality and taste of Rice Fusions.
Trevor Hardy, co-founder of The Assembly, said: “Birds Eye is one of the most trusted food brands in the UK and it has been a real privilege to do what we do best: bring together a bespoke team, in this case of the most talented food creative experts, to create a campaign for Birds Eye Rice Fusions that gives it the quality feel it deserves.”
Directed by Tony Barry at Academy, with the help of Pack Horse – whose photographic directors were behind much of M&S’ ‘food porn’ activity – the ad aims to encourage viewers to try the new range, with images of the rice cooking in the microwave and being poured onto a plate.
The 30-second ad will be followed by a 20-second version promoting new variants scheduled for launch later this year.
Margaret Jobling, UK marketing director at Birds Eye, said: ‘Rice Fusions is a relatively new addition to the Birds Eye stable and it has been fantastic to get behind it with a campaign that aligns it with the Birds Eye brand, but at the same time drives food values. This product deserves nothing less.”