PERFECTLY CUT by Grey Melbourne for Simplot

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PERFECTLY CUT

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Media Promo & PR, Case study
Market Australia
Agency Grey Melbourne
Executive Creative Director Executive C.d. Ant Shannon
Art Director Tim Holmes
Copywriter Brendon Guthrie
Producer Sandi Gracin, Gary Galacho
Photographer Andreas Smetana
Released March 2010

Credits & Description

Category: Best Use of Magazines
Advertiser: SIMPLOT
Product/Service: JOHN WEST CANNED FISH
Agency: GREY MELBOURNE
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: GREY MELBOURNE, AUSTRALIA
Entry URL: http://www.johnwest.com.au
Executive Creative Director: Ant Shannon (Grey)
Copywriter: Brendon Guthrie (Grey)
Art Director: Tim Holmes (Grey)
Photographer: Andreas Smetana (Andreas Smetana Photography)
Retouchers: (Electric Art)
Producer: Sandi Gracin (Grey)
Producer: Gary Galacho (Grey)
Head of Planning: Simon Rich (Grey)
Account Director: Ben Dalla Riva (Grey)
Senior Account Manager: Tim Clark (Grey)
: Fergus Ruddle (Mitchell & Partners)
General Manager Marketing: Tara Lordsmith (Simplot)
Marketing Manager Shelf Seafood: Stuart Sterling (Simplot)
Senior Brand Manager: Magda Kozera (Simplot)
Media placement: Magazines - Centrefold - CLEO Magazine - 15/03/2010
Results and Effectiveness
The campaign only launched mid-March 2010, so tracking figures and sales results are yet to come in. That said, the centrefold in Cleo Magazine’s ‘Australia’s 50 Most Eligible Bachelors’ issue was a hot topic on ‘Mornings With Kerri Anne’, one of the highest rating daytime TV chat programmes with women in our primary target demographic. Traffic to the website, where people can vote for their favourite John West Fisherman and download shots of the fishermen as wallpapers, has also been very brisk.
Creative Execution
In 1972, Cleo Magazine earned notoriety as the only so-called ‘women’s’ magazine to feature a Playboy-style male centrefold. Each year, Cleo also publishes the ‘Australia’s 50 Most Eligible Bachelors’ edition, an event which draws multi-media editorial coverage nationwide. To launch the ‘Perfectly Cut’ campaign, John West ‘hijacked’ the edition, featuring its well-muscled fishermen as that month’s double-sided male centrefold. Furthermore, the centrefold was deliberately positioned right in the middle of the 50 bachelor profiles.
Insights, Strategy & the Idea
Whilst John West is Australia’s biggest selling canned fish brand, its premium Slices range still only has a small market share. We had to re-launch this mature range to ‘female grocery buyers age 30 to 50’. Put simply, they believe John West is ‘the best’. The product provided our insight. John West Slices are perfectly cut by hand. The John West Fishermen usually seen in our ads however, are anything but ‘perfectly cut’ specimens. Casting against this norm allowed us to put a humorous spin on John West’s traditional brand cues and at the same time, focus on the product benefit.