Lucky Star has this week launched their new brand campaign, which was created by The Jupiter Drawing Room (Cape Town). The new campaign includes TV, print, bus shelter branding and digital elements including the launch of the Facebook page and an app, and aims to showcase Lucky Star's wide range of products.
Jupiter was briefed to develop a campaign which highlighted the convenience, taste, versatility and health credentials of the brand, and which took the brand into a more premium space. Research had shown that although many consumers know canned fish is available, they don't necessarily know what to do with it. Consumers are also aware that Lucky Star's range includes pilchards, but not that the range includes a number of other fish products.
The result was a series of contemporary executions, which show easy and delicious meal options, using the entire range. The TV executions were filmed in a way to look like cooking shows, and portray regular people becoming food connoisseurs, getting lost in their foodie moments. TV stings and print executions show recipe suggestions, with options for recipes to be requested by SMS.
The campaign launch coincides with a packaging update for the entire range (which was done by Herdbuoys).