Homepride revamps mascot Fred for the modern era in new campaign
Fred, the bowler-hatted mascot of Homepride has been updated for the modern day in a new campaign by recently appointed agency McCann London.
Entitled Fred About the House, the new creative shows the well-known mascot - who has grown since his last TV appearance - helping a busy mum to get her children to eat dinner, before a spot of relaxation.
Helen Warren-Piper, savoury business unit director at Premier Foods commented: “Our job was to retain the loveable nature of this iconic character whilst pulling him into today’s modern world and therefore helping to position Homepride as a brand suitable for the needs of today’s families. Fred’s return marks an exciting time for Homepride.”
Set to break on 21 September during The X Factor, the campaign will run throughout October in TV, radio, and digital, as well as in-store activation, and a Twitter campaign for Fred.
Rob Doubal, co-president and chief creative officer at McCann London added: “We’re truly privileged to be able to bring back one of Britain’s most iconic characters, and have treated the occasion with suitable frivolity for this day and age. It was great working with Rosey, Radical and the team at Premier foods to create a new raft of content for Fred. Look out for the Fred cuddle arm pillow in stores. ”
Carat handled media planning and buying for the campaign.
