Idaho-based Litehouse, maker of salad dressing and dips, has rolled out a campaign that positions its dressings as a cut above those of its competitors because of their premier placement in the produce aisle.
The campaign, which was created by Litehouse’s agency of record Wongdoody, cleverly draws attention to the fact that many of the dressings found in the dressing aisle of grocery stores are full of mysterious ingredients and additives, which is likely why they will not go bad at room temperature.
In a thirty-second TV spot, a family of four gathers for what appears to be a normal dinner. But when each family members begins to pour dressing on their salads, a number of strange and inedible objects fall out of the bottles, including glitter, plastic-looking blocks and pink goop.
“There’s a lot of salad dressing out there that’s full of….not dressing,” a voiceover states. “So why buy dressing from the dressing aisle? You’ll find Litehouse dressing in the produce section, where real dressing should be.”
Aside from TV spots, the campaign includes radio, digital, social media and out-of-home elements. The campaign will run in Philadelphia, Baltimore and Jacksonville, Florida.
Tracy Wong, chairman and co-founder of Wongdoody, said of the campaign: “This Litehouse campaign was the perfect opportunity to educate shoppers on an underserved food segment, and show the differences between shelf-stable dressings in the middle of the store and Litehouse’s fresh, quality offerings in the produce section. I think consumers are going to really identify with Litehouse’s mission to provide first-class products.”
Wongdoody’s other clients include Papa Murphy’s Pizza, Amazon, and Air New Zealand. It has offices in Seattle and Los Angeles.