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Food Porn

Partners & Spade Launches ‘Values Matter’ for Whole Foods

New York-based Partners & Spade handled the creative for Whole Foods’ first-ever national brand campaign, entitled “Values Matter.”

The campaign focuses on the sustainability and fair trade practices of the grocery chain, summing up the brand’s philosophy with “To us, value is inseparable from values.” That line is likely also meant to defend the brand from its image as being unaffordable (as exemplified by the oft-repeated reference to the chain as “Whole Paycheck”), explaining to viewers that Whole Foods views “value” in the big picture, while implying a cheapness to the “value” offered by most grocery stores, who don’t place the same emphasis on quality and sustainability. The ad ends with the tagline, “America’s Healthiest Grocery Store,” a title the chain earned in Health magazine.

Other ads in the campaign — such as “Beef” and “Produce” — have a more specific focus. Broadcast spots will air during prime time shows such as Modern FamilyScandal and The VoiceThe Tonight Show Starring Jimmy Fallon, Jimmy Kimmel Live, and Saturday Night Live, and during World Series and NFL games. Media buying and planning was handle by Austin-based GSD&M.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” said Jeannine D’Addario, Whole Foods Market’s new global vice president of communications. This campaign will distinguish what makes our brand special, our food different and our quality superior.” Read more

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McDonald’s Has 18 Months to Rebrand…or Else

mcdonalds

A report from Bloomberg’s BusinessWeek tells us that McDonald’s is “setting aside the next 18 months as a period not only to develop the normal lineup of new menu items but also to rebrand itself”. The goal is to change its image from cheap, fast food to something approaching fine(r) dining.

On its last earnings call, McDonald’s CEO Don Thompson said the goal of this soul searching is for the Golden Arches to become “a more trusted and respected brand.”

The implications for current partners DDB and Leo Burnett are less clear.

Read more

Ignited Sparks a New Campaign with Grocer Fresh & Easy

Los Angeles-based Ignited, whose clients range from entertainment to gaming and the U.S. Army, has launched a campaign with local grocer Fresh & Easy.

Ignited’s chief mission for the grocer was initially to “save the brand so they could sell the brand.” They did so with a wildly successful and particularly randy jingle that got everyone in town interested…and Tesco sold Fresh & Easy to The Yucaipa Companies LLC as a result.

Ignited wants to rekindle that success with a new campaign: “It’s about time!

Here’s one spot warning against those “hidden nasties” you might just find in another market’s products:

More clips and details after the jump.

Read more

JWT Brazil Creates ‘The Bible of Barbecue’ for Tramontina

JWT Brazil created an interactive cookbook entitled The Bible of Barbecue for leading Brazilian cookware line Tramontina.

Pages of the book can actually be utilized to create authentic Brazilian barbecue. One page, for example, breaks apart into charcoal to start the fire, while another can be used to sharpen your knife. There’s also a cutting board, salt to season the meat, an apron, tin foil, and even a serving dish. It’s a fun idea, which JWT describes as “a sensory fusion of tactile experience, visual design, and most importantly a tribute to the brilliant flavors that result from expert cooking.”

The Bible of Barbecue has been shared with master barbecue chefs in Brazil, and a version will soon be available in select bookstores. Check out the case study video above to learn more, and stick around for credits after the jump. Read more

House of Radon Takes Electrolux’s Tumblr Live

Stockholm-based creative agency House of Radon is taking Electrolux‘s food-based Tumblr, “Now We’re Cooking,” live this April 22-24th for its over one million followers.

The agency will be live-streaming 15 different recipes from an early breakfast to a bedtime snack. It will have the “same look and feel” the site normally maintains, but with the difference that everything is being done live, with creatives grading everything in real time. This is no small venture, as “Over 1,000 props will be used to style all dishes and approximately 100 different “Now You’re Cooking” posters will be used in the live-stream.” Check out the teaser above for a glimpse of the campaign, and head on over to “Now We’re Cooking” on April 22nd to see how House of Radon pulls it off. Stick around for credits after the jump. Read more

Roy Choi, Michael Voltaggio, Nguyen Tran Hack Oreos for 360i

360i tapped L.A. celebrity chefs Roy Choi, Michael Voltaggio and Nguyen Tran (of Starry Kitchen) for a new campaign for Oreos.

Created in collaboration with production company Decon and directed by Claire Cottrell, the series features “Oreo hacks,” with the chefs repurposing the sandwich cookies in inventive, delicious ways. Choi, who you may remember was recently featured in a Google Glass spot, crumbles Oreos into a chicken tender crust that seems like a delicious late night snack. Voltaggio, meanwhile, transforms the cookies into dessert tortillas, accompanied by a shandy created with Lemon Oreo creme. Chan comes up with an “impulse hack” based on other items found in a convenience store, combining Oreos with pound cake, cherry soda and salted peanuts to make a kind of bread pudding. Before introducing their recipes, each chef waxes nostalgic on eating Oreos growing up and shares their different methods of consumption (Voltaggio is an Oreo puller, while Choi is more of a traditionalist). It’s a fun campaign, and should help shed a different light on the brand — especially since the videos point viewers to Oreo’s Tumblr, where they can get the recipes for the Oreo hacks. Stick around for Voltaggio and Tran’s Oreo hacks and full credits after the jump. Read more

Union Delivers Libretto Pizza to Instagram

LIBRETTOGRAMToronto-based agency photographed every pizza on Toronto hot-spot Pizzeria Libretto’s menu for a new social media campaign via Instagram.

With business booming at the Verace Pizza Napoletana (VPN) approved restaurants, “there was no time or space for servers or menus to give diners the in-depth details they were looking for.” Union realized that Instagram posed the solution and created Librettogram. They photographed each pizza on the menu and cropped them into nine separate shots that re-from into indivudal pizzas in Instagram’s Grid View. When users log on to Libretto’s Instagram, they can scroll through the entire menu with a flick of their finger, and click on a picture to bring up a closer view and more detailed information. In Union’s words, “By reframing the VPN story into a format and medium our target engages with every day, we were able to deepen customers’ appreciation for what Pizzeria Libretto does and strengthen their connection to the restaurant.” Credits after the jump. Read more

Anomaly, Decon Present Roy Choi, ‘Google Glass Explorer’

Last summer Google started distributing their Google Glass to select “Explorers” for their “If I Had Glass Campaign.” Among those who loved the product was renowned chef and food-truck pioneer Roy Choi, whose famed Kogi BBQ truck, where his Korean-Mexican tacos are a star, is a fixture in Los Angeles. Choi, whose pedigree includes stints at Le Bernardin and the Beverly Hilton, enjoys working with Google Glass because he can search for and follow along with recipes using only his voice — quite useful when your hands are covered in salsa verde, kimchi, or curry paste.

For a new spot by agency Anomaly and production company Decon, Choi decided to reinterpret Irish cooking in honor of St. Patrick’s Day. He searches for recipes and puts his own spin on the classic corned beef and cabbage, turning it into the “East Los Leprechaun Burrito,” which includes plenty of the celebrated chef’s own signature touches (yes, it has kimchi). In the process, Choi demonstrates the Glass’ capabilities, including when he’s interrupted by a phone call, and seamlessly switches from recording his recipe to the call at hand and back. The 1:50 spot is a lot of fun, and succeeds at making the Google Glass look like a product with appeal beyond neckbeard-sporting tech nerds. If watching the spot leaves you hungry for an “East Los Leprechaun Burrito,” fear not, we’ve included the recipe, along with credits, after the jump. Read more

Tiny Rebellion, Bolthouse Farms Unveil ‘Food Porn Index’

Food Porn Index

Bolthouse Farms and their creative agency Tiny Rebellion created the interactive website FoodPornIndex.com to track mentions of different kinds of foods on Twitter and Instagram.

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Not surprisingly, unhealthy snack foods tend to dominate the food porn universe, in fact “at any given moment, there are over 6 million mentions of bacon on Instagram!” That’s a whole lot of bacon. Similarly popular items include cake, burgers and pizza. By the Food Porn Index’s count, unhealthy food currently accounts for 71% of all food porn. Since Bolthouse Farms believes fruits and veggies are getting the shaft, they’re encouraging people to post more healthy food porn. They “believe if we can change the way people think (and post) about fresh fruits and veggies, we’ll make the world a healthier place.” The site also employs humor, music and games like Beet Box, Pizza Bot, and this trippy mushroom animation. Despite the predictable dominance of junk foods, the Food Porn Index is not without its surprises, such as carrot posts outnumbering posts of potatoes. And who knew condiments got so much love? Whether or not the Food Porn Index achieves its goal of increasing the amount of healthy food porn,  it sure is a lot of fun.