FMCG

FMCG clients we’ve worked with in the past

Here are some of the top FMCG brands we have worked for in recent years.

CBJWT win Brecon Carreg account for 2013

Following a competitive pitch process, CheethamBellJWT have successfully been appointed by Welsh mineral water producer Brecon Mineral Water to develop the 2013 advertising campaign for their flagship Brecon Carreg brand.

Brecon Carreg is amongst the top 10 best selling bottled water brands in the UK and is the top Welsh mineral water brand. Sourced from springs in the heart of the Brecon Beacons, their water has won a number of recent awards and is used by Boots, Greggs and Wilkinson’s via private labels.

For 2013, we will be working with Brecon Carreg to further strengthen their brand equity and help differentiate Brecon Carreg from the competition. Our involvement comes at an exciting time for the brand as they consider an overall repositioning campaign for 2013.

Sailing in Familiar Waters

It’s always nice to see great work rewarded, and we are pleased to say that two of our recent campaign executions for John West have been shortlisted in the Lion Awards at Cannes, advertising’s equivalent of the Oscars.

The ads, Combover and Lucky Pete have been included alongside the best ads and content from around the world in the nominations for the prestigious Film Lions awards. The campaign has already won several awards including one gold (Commercials over 21 seconds) and two silvers (TV/Cinema Campaign, and Advertising Strategy) at the Roses Awards.

CheethamBell JWT and John West are no strangers to the Cannes Lions either, having won a Silver Film Lion for our Row campaign in 2009.

SAILING AHEAD OF THE WIND

In this ever-changing world for brands, it’s great to know when you are doing work that’s ahead of the curve! Our latest campaign for John West has been recognised in GFK Roper’s ‘A New Global Brand Manifesto’ for being just that.

Our ‘Discover The Story Behind Every Can’ campaign is showcased as an outstanding example of a brand that understands customers – one that sees how they want more information about the products they are buying than ever before. With millions of campaigns out there, we think it’s great to have been one of just two chosen to illustrate this growing trend.

By letting people find out exactly where their fish came from, we made sure John West was leading the way, offering this information before any other food brand.

Great FMCG TV Commercials

Watch some of our great TV ads for FMCG clients below, including our campaign for Kellogg’s that was voted the 4th most effective ad of 2009:

A SUPER SITE FOR SOUP

Baxters have an inspiring passion for food and ingredients that shows in every single product they produce. For over 140 years their dedication has made them a much-loved household name. However, the one place this passion was lacking was their website, which hadn’t been updated for 6 years.

Baxters’ motto of ‘Be Different, Be Better’ is an inspiring vision for a brand, and we wanted to create a site that lived up that ideal, truly telling the brand story. We focused on the real stars, the products; 190 pages of food made and displayed with love and care is enough to make anyone hungry. We wrote mouth-watering descriptions for each of the products that show just how much dedication goes into making them.

Continue reading “A SUPER SITE FOR SOUP”

NOTHING NEW UNDER THE SUN? OH YES THERE IS!

John West’s fishermen have a great reputation of taking on the worst that nature can throw at them, braving life-threatening seas to bring back the finest tuna. Now these craggy characters have entered the digital age thanks to our latest advertising campaign. But we were careful not to lose any of the fishermen’s legendary charm and camaraderie along the way.

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GET A LITTLE HELP

Here’s a conundrum. How can a brand that is historically known for its soothing and comforting properties be seen as powerful too? Consumers told us that this wouldn’t be a problem as long as it was communicated clearly. So we personified the brand by creating the Lemsip ‘your little helper’ character which allowed us to bring out very specific product features. The campaign became easily adaptable for different products and audiences wherever they were in the world.

We  also produced retailer support materials and detail aids and created a new website to go with the new campaign. The character was very popular and the sales certainly reflected this. We increased the return on investment by 35% over their previous campaigns.