The food company has cooked up the word ‘blandidote’, a catchy portmanteau of ‘bland’ and ‘antidote’ with creative agency By All Means.
As for the campaign, it’s rolling out across broadcast video on demand, radio, out of home advertising, digital and social, with media planning and implementation from Havas Media Network.
“Sick of mediocre midweek meals that brazil telemarketing database taste like nothing? Always Fresh has the blandidote. De-bland dull midweek meals with our range of flavour-packed deli style ingredients,” the promotional video states.
Radio and influencer ads to promote Always Fresh ‘blandidote’ campaign
The radio spot depicts a couples counselling session where the topic of cooking for one another descends into an argument after accusations of a “pathetic pizza” on wednesday night. The counsellor then suggests Always Fresh’s product range could be the blandidote to the marital woes.
Melbourne Football Club star Christian Petracca has teamed up with Always Fresh for the campaign. Petracca’s home cooking instagram has taken off in recent months, where he posts recipes and delights fans with healthy meals fit for an elite athlete.
In a recent paid promotional post he provided a recipe for pasta alla puttanesca using Always Fresh’ pitted kalamata olives, anchovies and capers. He wrote in the caption the pickled veggies were “the blandidote to midweek meals.”
Owned by SunRice Group, and part of the Riviana Foods portfolio, Always Fresh offer a wide range of deli-style snacks including anchovies in olive oil and condiments from balsamic vinegar to olive oil. They also have a line of entertainer crackers featuring grissini, mini toasts and crustini.Marketing stunts are often elaborate and attention grabbing – and Nike’s latest campaign, which featured a basketball match held atop a purpose-built floating court on Lake Bled to celebrate the release of its new Jordans, is no exception. The new shoes are the result of a collaboration between Nike and the Slovenian basketball star, Luka Dončić. And Nike has spared no expense in showcasing the new Jordans, unveiling a floating arena that it has constructed on top of Lake Bled in Slovenia.
The floating court was the site for a three-on-three tournament, organised in collaboration with the local basketball shop Grosbasket, to attract publicity with the spectacle of the players (almost literally) walking on water.
Jordan Luka 2 inspired by picturesque Lake Bled
The new Jordan Luka 2 ‘Lake Bled’ shoes are inspired by the picturesque Lake Bled on which the floating basketball arena is built. The pristine lake is the tonal inspiration for the basketball shoes, which incorporate a cool icy-blue colour palette as part of their design.
The inspiration pays homage to Luka Dončić’s national heritage, with Nike describing the scenic Lake Bled as a “famed example of Slovenia’s natural beauty”.
Indeed, the shoe construction itself is influenced by the location. The shoes, which are categorised on Nike’s website as using “sustainable materials”, are designed with at least 20 percent recycled material and can be purchased for $200.
“Slovenia—Luka’s home country—is the first nation to be declared
a ‘Green Destination of the World’ in its entirety,” says Nike. “And the shoe’s mindful construction (each pair is made with at least 20 percent recycled material) honours the country’s ongoing dedication to sustainability.”
Indeed, Nike aims to increase its usage of environmentally preferred materials, to decrease its greenhouse gas emissions by 0.5M imperial tons by 2025.