Who: Clover Leaf Seafoods, with G&G for creative and strategy; Brave Productions for production; The Juggernaut and Redlab for post-production; Inlaws for audio; and Push for media.
What: “Taste It and See,” a new campaign reminding consumers, especially millennials, of the quality and fresh flavour of Clover Leaf products.
When & Where:
What: “Taste It and See,” a new campaign reminding consumers, especially millennials, of the quality and fresh flavour of Clover Leaf products.
When & Where:
A series of 30, 15, and six-second spots are airing now across TV, digital and social, with more video, digital and social content debuting throughout the year.
Why: ‘The main goal for this campaign was to demystify the product and shine a light on the quality of what's inside every can of Clover Leaf tuna,” said G&G's VP, client services, Sally McConnell.
“For a lot of us, 'food from a can' often triggers questions about how real the product is and whether it's overly processed and laden with preservatives and artificial ingredients,” she said. “That's not something anyone needs to be concerned about when it comes to Clover Leaf, and highlighting that was important. This is why the focus is firmly on product attributes this time around.”
How: In the 30-second anchor spot, a woman is shown eating her lunch in an office setting, when opening a can of Clover Leaf transforms her surroundings into a beach.
Sand pours out of the cupboards, shocking her colleagues, and the walls fall away to reveal an ocean view, while a narrator says “When what’s inside is wild caught fish with no preservatives, you can expect a taste of the ocean.” The flavour is so compelling, that one of the woman’s colleagues prompts her to hand over her lunch.
“We’ve always believed that what’s inside our cans is a gift from the ocean, so it was wonderful to see the work come to life this way,” said Clover Leaf's director of marketing, Li Cao, in a release. “It’s a strong reminder to Canadians, millennials especially, that what they get with Clover Leaf is quality, great tasting, nutritious fish that comes from the ocean.
McConnell explained that while millennials were being targeted, the ad aims to not alienate the brand's older customers. "The team needed to establish an environment, in this case, an office lunchroom, that was relatable to many people from different walks of life,” said Cao.
Why: ‘The main goal for this campaign was to demystify the product and shine a light on the quality of what's inside every can of Clover Leaf tuna,” said G&G's VP, client services, Sally McConnell.
“For a lot of us, 'food from a can' often triggers questions about how real the product is and whether it's overly processed and laden with preservatives and artificial ingredients,” she said. “That's not something anyone needs to be concerned about when it comes to Clover Leaf, and highlighting that was important. This is why the focus is firmly on product attributes this time around.”
How: In the 30-second anchor spot, a woman is shown eating her lunch in an office setting, when opening a can of Clover Leaf transforms her surroundings into a beach.
Sand pours out of the cupboards, shocking her colleagues, and the walls fall away to reveal an ocean view, while a narrator says “When what’s inside is wild caught fish with no preservatives, you can expect a taste of the ocean.” The flavour is so compelling, that one of the woman’s colleagues prompts her to hand over her lunch.
“We’ve always believed that what’s inside our cans is a gift from the ocean, so it was wonderful to see the work come to life this way,” said Clover Leaf's director of marketing, Li Cao, in a release. “It’s a strong reminder to Canadians, millennials especially, that what they get with Clover Leaf is quality, great tasting, nutritious fish that comes from the ocean.
McConnell explained that while millennials were being targeted, the ad aims to not alienate the brand's older customers. "The team needed to establish an environment, in this case, an office lunchroom, that was relatable to many people from different walks of life,” said Cao.
