Premier Foods’ Batchelors Deli Box has today (28 March) launched its first TV ad with a £1.4m campaign targeting ‘Awesome Mums’.
The national media campaign, which champions real mums by showcasing their ability to handle “absolutely everything” life throws at them, aired today with a special 60-second edit during Day Break.
Created by McCann London, the ad shows an “imposing group of awesome mums” strutting towards the camera whilst one mixes a cake, another sorts out a fancy dress outfit for her daughter, and another creates a balloon dog for her son before transforming into a community nurse. The ad runs with the strapline “Ready when you are”.
Helen Warren-Piper, business unit director of savoury brands at Premier Foods, said: “We know our audience's lives are busy, so we are celebrating their everyday successes, their ability to keep everything going at once: the job, the home and the family.
“There's a positive side to being busy and that's when you're on top of it. Batchelors Deli Box is the lunch that facilitates being on top of it all.”
The campaign, which runs until 1 June, is supported with advertising, digital and PR and encourages consumers to visit the Batchelors Facebook page to customise the ad to feature their own mum’s name with a message in time for Mothers’ Day.