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Musselman’s Apple Sauce: Grandma goes social on Recipe Theft by Brunner

Agency: Brunner
Date: Oct 2017
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Apple sauce maker Musselman’s largest-ever digital campaign, and its first brand advertising in the last five years, is a series of 'homemade' social videos, apparently by the elderly 'Helen from Westerville, Ohio'.

In five accusatory, 60-second and 30-second 'social videos', ostensibly filmed and directed by her grandson Bobby, Helen finds not a whit of difference between her own homemade apple sauce and Musselman’s, thus “proving” that Musselman’s stole her recipe. The videos look homemade. From an ad creative point of view, the unprofessional-looking format lets Musselman’s make its claims in a way that is both contemporary and speaks to the old time homemade benefit. It also lets their claims come from someone other than Musselman's, someone, even, who is anti-Musselman's.


Executive creative director: Rob Schapiro

Assistant creative directors: Kevin Corfield, Derek Julin, Maria Bowers

Strategy director: Rose Lied

Group account director: Kristen Cook

Senior account manager: Allison Ferraro

Agency production: Fixer Partners, New York

Agency producers: Brad Powell, John Noble

Production/editorial company: Madison & Vine, Los Angeles

Directors: Docter Twins, Matt and Jason

Director of photography: Christophe Lanzberg

Executive producers: James Shani, Richard Robinson

Line producer: Clint Caluory

Production. Sup.: Craig Sherwood

Editor: Jarod Shannon