Arnott’s Cruskits fights the temptation of carbs in new integrated campaign via DDB Australia
CB Exclusive – DDB Australia and Arnott’s have launched a new campaign for Cruskits. Led with a TVC, the campaign sees a woman fight back against the temptation of carbs, with the help of Cruskits.
The TVC features ‘Bread’ who is tirelessly trying to woo the heroine away from her chosen lunch of Cruskits. The character of the bread is voiced by none other than John Ratzenburger, the American actor who’s best known for his role as Cliff Clavin on Cheers.
Says Scott Huebescher, creative director, DDB Group: “We are very excited to have been able to create a big idea platform in ‘Carbs Don’t Fight Fair, Fight Back with Cruskits’. It’s such a powerful truth and has given us a great creative vehicle to execute against time and time again.”
Says Rebecca Carson, Arnott’s, brand director-savoury: “It’s always great to collaborate with DDB and this campaign continues the tradition our partnership has created. We are thrilled to have landed a campaign idea that presents Cruskits as a true smartcut for women in such an engaging way.”
The campaign will run nationally across TV, OOH, Facebook and digital.
Brand Director: Rebecca Carson
Marketing Manager: Meca Andre
Assistant Brand Manager: Roxanne Hutton
Executive Creative Director: Dylan Harrison
Creative Director: Scott Huebescher
Creative Team: Nadia Ahmed and Anna O’Donoghue
Planning Director: Michelle Martignoni
Managing Partner: Kate Sheppard
Senior Business Manager: Nick Stenmark
Media: MEC
7 Comments
Hi guys You’re cornering the market on talking food ads!!
this is bad, why promote it
One agency. 2 talking food campaigns. Really?
well if you watch the critique on My Kitchen Rules you’d think all food spoke! Maybe it’s the preservatives.
Why the american accent on the character?
Meant to make it funnier somehow?
Weird DDB are launching an ‘anti-bread’ spot when they have GWF in the fold.
Good onya.
So the same work experience kids who did the Tim Tam, decide to rip off the Wrigley animated food campaign ….
Awful, awful, awful. Well maybe a slight improvement on that truly shocking ad with Anna Gare wearing that ghastly green dress.