Kerry Foods-owned brand Wall’s has unveiled a series of onesies – or Wall’sies - specially designed to look like normal clothes.
Part of the campaign, “Weekend breakfast. We’re all over it.” created by Saatchi & Saatchi London, the idea behind the Wall’sie is that you can wake up wearing it and pop down to your local shop to pick up sausages at the weekend, without anyone thinking you’re in your pyjamas.
Wall’s will change its logo on pack to Wall’sie for the duration of the campaign, while on-pack advertising will inform consumers about how they can win a Wall’sie.
To promote the campaign, a TV spot will run on Channel 5 channels, with 60” VOD and 30” pre-rolls online, while Express and Star will run print advertising, and advertorial will feature in OK magazine.
Rob Potts and Andy Jex, creative directors at Saatchi & Saatchi London, said: “This is a big idea that we’re really proud of. It also comes in extra small.”
The Wall’sie will be available in nine different designs – The Posho (pastel coloured chinos and a white shirt), The Tradesman (builder’s attire), The Wag (pink crop top and handbag with matching chihuahua), The Hipster (skinny jeans and ironic picture jumper), The Fitness Freak (running gear), The Goth (baggy black trousers, chains, black t-shirt), The Terrace Casual (trendy tracksuit top and jeans), The Golfer (yellow polo-neck, checked trousers and a golfbag), and The Old Folk (pastel coloured cardigan and loose floral dress).
Michael Moore, Wall’s marketing manager at Kerry Foods, said: “Our campaign is a light-hearted look at how the Wall’sie could change people’s mornings, allowing cooked breakfast lovers to effectively go down to the shop in their pyjamas whilst inspiring even more shoppers to treat themselves to a cooked breakfast.”
Media planning and buying for the campaign was handled by Vizeum.