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Blue Ribbon Bread’s latest TTL campaign, created by Retroviral, is inspired by the idea that “mom always understands us and knows everything.”
Image courtesy. Blue Ribbon Bread’s latest TTL campaign, created by Retroviral, taps into the idea that “mom always understands us and knows everything.”
This event is based on the brand’s established Delicious food brings the family together Position to Delicious food makes mom better.
“Moms always ‘get us’ and know exactly what we need, and that’s what we wanted to portray,” said Mike Sharman, chief creative officer at Retroviral.
“We wanted to create an authentically South African branded content for one of South Africa’s most popular bread brands, so we shot it in a faux documentary style.”
The agency was asked to develop a campaign to win more market share and create a big brand feel by strengthening the functional positioning and enhancing the brand’s emotional positioning.
Clients want to increase brand awareness, visibility and accessibility while building brand likeability and extending brand credibility.
Brand Promise
The Blue Ribbon Bread brand promises to celebrate the extraordinary magic of motherhood. Its mission is simple: “Let Mom shine in every slice of bread.” In doing so, the brand recognizes the unparalleled wisdom of moms—they always know exactly what we need, when we need it.
Mom’s Insights
The event is based on insights from several moms.
Brand Message
At the heart of its positioning is the message that Blue Ribbon Bread understands what it takes to make a mom truly great.
From providing nutrition to offering comfort during difficult times, moms are the unsung heroes who make countless sacrifices for their families every day.
By choosing Blue Ribbon Bread, moms can feel happy knowing they are providing their loved ones with more than just a meal, but a taste of home and happiness; while children think their mom is great because she provides the best.
Activity
The campaign shows a typical weekday morning in countless South African families, as children get ready for school and parents prepare for work.
Amid the hustle and bustle, there’s an undeniable sense of chaos as everyone scrambles to find what they need and manage their time.
Tete, in the midst of all the chaos, Mom became the unsung hero.
Although she wakes up earlier than others, she always anticipates and meets the needs of family members exactly when they need it most.
It’s like she has superhuman abilities.
This mock-documentary-style film peeks into the daily life of this remarkable mom.
Through humorous vignettes and candid interviews with family members, we witness mom’s consistent and remarkable talent.
The story then reveals to us the secret behind her unwavering calm: the irresistible taste of Mmm Yum, which infuses every moment with warmth and comfort.
The family began to realize that Mom’s greatness was not only due to her extraordinary abilities, but also because of her delicious taste. In their eyes, she became a superhero.
Acknowledgements
Institution: Retrovirus
Chief Creative Officer: Mike Sharman
Pippa Misplon, MD
Creative Director: Koketso Masisi
Account Director: Stirling Levesley
Copywriter: Kgothatso Maditse
Design Director: Li Mei
Strategy: Aimee Waterson
Senior Designer: Obakeng Mallorca
Copywriter: Gosiame Legoyale
Produced by: 10th Street
Director: Danny Hines
Executive Producer: Darren Kerr
Producer: Aliki Saragas-Georgiou
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