Microwavable snack Rustlers has engaged integrated marketing, advertising and communications agency BJL to create a new suite of indents to accompany the brands sponsorship of South Park on Comedy Central.
The series of 15 indents, devised by BJL's Paul Kinsella and Carla Hawkins and overseen by creative director Tom Richards, feature the strapline 'A whole lot of belly laughs' and will air before and after the opening and closing credits as well as at breaks.
Annette Heyes, senior brand manager at Keepak, parent company of Rustlers, commented: "South Park is a fantastic show for Rustlers to feature alongside, giving the brand highly targeted access to a key audience. We’re delighted with BJL’s new set of microwave characters and are looking forward to seeing the effects of their impact on a nation of South Park fans."
The four-month sponsorship, which runs from July and was brokered by MediaCom Beyond Advertising, aims to raise awareness of the brand and is aimed at the target market of young convenience food buyers.
Of the project Richards said: "When presented with the creative challenge of how to bring microwaves to life, we decided to do just that. Staying true to Rustlers’ tongue in cheek sense of humour, we’re confident this new set of idents will strongly appeal to a hungry young audience with only one thing on their mind late at night – snacks."