Richmond launches natural ingredient ham TV commercial
Sausage brand Richmond has rolled out a new TV commercial to support the launch of its new, all natural, cooked ham.
Running until July 1 the campaign will form the brunt of a £3m marketing campaign, created by Quiet Storm, which will push the strapline “as nature intended” to emphasise the exclusive use of natural ingredients.
It depicts a naked farmer strolling through his village whilst munching upon a ham sandwich, espousing its goodness to the sound of the classic Sammy Davis Jr song, “I’ve gotta be me”.
Targetted at mums it has been created in response to research suggesting 70% of consumers seek out natural ingredients whemn selecting ham.
Claire Winstanley, Marketing Director – Meats, Kerry Foods said: “Our new ham is unique in that it only contains natural, wholesome ingredients, with no artificial colours, flavours or preservatives – which is game-changing for the ham market”.
“Such an innovation demands a standout campaign and I think we’ve done really well in creating an ad that will not only grab mum’s attention, but will also reinforce our message around wholesome, natural ingredients.”
Luffa Khnom, Head of Experiential at The Marketing Store said: “Our main objective with the experiential campaign is to give as many people as possible the chance to taste this delicious new product through agenuine brand experience, one that they will remember. Through our creative, we will deliver cut through in the busy supermarket environment and bring to life the creative idea of ‘As nature intended’”
In addition to the ad, POS and PR Richmond will also run a series of in store sampling sessions in Asda and Tesco over the summer.