Trebor OOH and radio ads urge the nation to celebrate their accents
The work is the latest to come as part of the ‘Own It’ brand positioning launched last year.
Trebor, the Mondelēz-owned brand, has rolled out a campaign in the UK encouraging people to be proud of their regional accents.
Work on the campaign began earlier this year when Trebor – and agency partner Elvis – ran geo-targeted ads asking people across the country to audition for the radio adverts.
“We know that those who feel anxious about their accent tend to speak up less in social situations, and some even change the way they speak, just to fit in,” explained Nancy Moore, brand manager at Trebor. “As part of our ‘Own It’ brand platform, we want to remind people that their accents are part of their identity and encourage them to own them with pride.”
People were encouraged to record a Trebor ad in their own accent and send it as a voice note. Over 2,000 people entered recordings. To create the second phase of the campaign, 50 winners from all regions of the country were randomly picked. These voices now feature in 10 radio ads scheduled to run on the Heart, Capital, Smooth Radio, Magic and Kiss networks, as well as on Spotify.
The campaign has been amplified by a series of digital billboards in key cities, featuring a QR code linking to a map on Instagram showing the diversity of accents.
Trebor is hoping the work will drive reappraisal of the brand among consumers aged 30 to 45. Media planning and buying to support it has been handled by Publicis Media.
Alexandru Vasile, creative director, at Elvis, added: “We’ve created a campaign with real people at its heart and a witty, youthful, punk-inspired feel, in order to capture our audience’s attention and get them to consider Trebor again.”