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Posts from the ‘Droga5’ category

Johnsonville continues with its now two-year-old “commercials dreamed up by employees” strategy, this year with an all-American twist.

In the latest iteration of the campaign by Droga5, staff were asked to come up with ads that stress that Johnsonville is “made in the USA.” This was inspired by the company last year creating a limited run of t-shirts sporting a member-created slogan, “You Can’t Spell SaUSAge Without ‘USA.'” The shirts were a huge hit on the brand’s social channels.

Having decided that highlighting the food’s home-grown provenance was a popular move, Johnsonville once again turned to its employees for the commercial ideas. The resulting ad, as in the style of previous spots, sees four-year Johnsonville employee, Tammy, explain her commercial treatment as we see it play out on screen.

Her idea starts with a little girl innocently asking her mom where Johnsonville brats are made. Bursting into a Broadway-style song, she kicks off a musical extravaganza on an American theme. Gradually, not only does the whole town join in (including the fire department, the mayor and all the local dogs) but a giant Statue of Liberty. As if this weren’t joyous enough, it concludes with Mom getting a record deal.

Adam and Dave directed the spot, via Arts & Sciences. Like the last two years’ campaigns, it’s hilariously done, with a good-natured feel that has fun with, but doesn’t patronize the employees. It seems designed to appeal to both staff and consumers alike.

from Ad Age: http://creativity-online.com/work/johnsonville-you-cant-spell-sausage-without-usa/54528

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Dos Equis has consistently released advertising around the Cinco de Mayo holiday, and this year they’re extending the practice to its packaging, with a limited-edition Cinco Equis can available in select stores in New York and Texas.

The brand and its agency of record, Droga5, partnered with Funny or Die and comedian/actor Blake Anderson (known for roles in Workaholics and Game Over, Man!) for a pair of ads promoting Dos Equis, which trade in intentionally over-the-top humor.

The longer of the two spots centers around a goofy Cinco Equis theme song, informing viewers that it’s the “the same beer, but with more equis pulled from the equis mines of Alaska.” In case you’re struggling with the math, that adds up to “cinco more equis than any other beer.”

The ad ends with Anderson’s profanity-laced exaggerated anger over someone drinking a different type of beer.

Other spots riff off similar themes, with tongue-in-cheek references to the amount of equis and Anderson’s apparent disdain for any other beer. While clearly intended to be over-the-top self-parody, some viewers may take issue with the ads’ approach of turning Cinco de Mayo into a punchline and others may find Anderson’s violent outbursts a bit too much to swallow.

Read more at AdWeek:  http://www.adweek.com/agencies/dos-equis-adds-tres-equis-for-cinco-de-mayo/

Comedic Spot From Droga5 Shows You Don’t Have to Choose

Anyone who’s eaten at IHOP, and even those who haven’t, know it’s known for pancakes. The restaurant’s name, after all, is an acronym for its original name, International House of Pancakes.

Now, after an all-you-can-eat pancake push that ended Sunday, its moving some of the focus from pancakes to omelettes.

In the DineEquity chain’s latest work from Droga5 a man and his horse come to a literal fork in the road. The wanderer contemplates which way to go to satisfy his hunger, flip flopping between pancakes and omelettes. The answer becomes clear thanks to a gentleman off to the side, who suggests going to IHOP. After all, IHOP’s many omelettes come with pancakes on the side, leaving him no need to choose between savory and sweet. And, lucky for the hungry horseman, there’s an IHOP right there.

The “Wanderer” push is the family dining chain’s second campaign from Droga5, which IHOP announced as its new creative agency of record in November. Droga5’s first work on IHOP promoted the Jan. 2-Feb. 11 $3.99 all-you-can-eat pancake deal with a spot showing airline pilots replacing much of their usual preflight chatter with the word “pancakes.”

from Creativity-Online: http://creativity-online.com/work/ihop-wanderer/53878

In a sweet series of ads for Blue Apron, Droga5 shows people “What Cooking Can Do” every day of the week, whether it be allowing new parents to find some alone time (however briefly) or helping an old dog learn new tricks (i.e., a 76-year-old man picking up an apron for what may be the first time in his life).

The campaign features five unique stories—one each for Monday, Tuesday, Wednesday, Thursday and Friday, when Blue Apron meal kits are delivered to customers. The ads have been airing on their respective days this week, both offline and online. Each depicts a different yet relatable story, and shows why people choose to cook with Blue Apron.

It’s Monday night. It’s raining. We see an exhausted man, clearly not looking forward to the rest of the 9-to-5 week ahead (we can all relate, right?). But in a selfless gesture, he rolls up his sleeves and surprises his significant other—who will be home from work soon, just as tired as him—with a home-cooked meal. Judging by his partner’s reaction, he made the right move.

It’s Tuesday evening. We meet a teenager. Life is hard. But he knows life is harder for Mom. He decides to show her what a good job she’s done raising him, and Blue Apron is there to help (along with his little sister). Grab the tissues, as Mom is obviously touched.

and so on…

See the rest on AdWeek: http://www.adweek.com/brand-marketing/droga5-cooks-up-a-weeks-worth-of-meals-in-touching-ads-for-blue-apron/

Droga5 brings some offbeat humor to the usually more buttoned-up IHOP in its first ad for the brand, directed by absurdist master Tom Kuntz, that features two airline pilots who can’t think of anything but pancakes.

The 30-second spot kicks off IHOP’s 60th year in business and focuses on the return of what IHOP says is its most requested promotion: All You Can Eat Pancakes for $3.99.

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The ad marks a shift in tone for the Glendale, Calif.-based company, which had been using more traditional themes in its advertising, including everyday moments in its restaurants. A campaign from prior agency Campbell Ewald, tagged “Eat up every moment,” featured lots of food shots, comedic but still staid plots, and voiceovers from actor Jason Lee.

“IHOP is a brand that’s always got pancakes on the brain, and believes that everything would be better if it were all just about pancakes,” Scott Bell, executive creative director at Droga5, said in a statement about the new work. “Knowing this was the mind-set, our priority going into this new integrated campaign was to capture this simple truth with three words: Pancakes, Pancakes, Pancakes.”

The “Pancakes, Pancakes, Pancakes” campaign will include 15-second spots as well as digital and social advertising, featuring content on Instagram, Facebook and Twitter throughout the promotion, which runs from Jan. 2 to Feb. 11.

“The love people have for the IHOP brand, and especially for our pancakes, was the natural launching pad for our new advertising campaign and the basis for its rallying cry of ‘Pancakes Pancakes Pancakes,’” said Brad Haley, chief marketing officer at IHOP. “The Droga5 team has had a lot of fun with it, and we’re incredibly excited to see the campaign come to life across every channel.”

Droga5 won the IHOP business in November, beating 72andSunny in a review.

MZJ director Kuntz has worked on scores of wacky ad campaigns through the years, from Old Spice’s “The Man Your Man Could Smell Like” spot to DirecTV’s “Cable Effects.”

See the spot on AdWeek: http://www.adweek.com/brand-marketing/droga5s-offbeat-first-work-for-ihop-is-about-pancakes-pancakes-pancakes/