Ambrosia Spot Flies Flag for Proper Pudding

Premier Foods brand, Ambrosia, is rolling out a new national TV and Cinema campaign which demonstrates how pudding is the real comfort food for the modern British family. It marks the first time Ambrosia Custard has advertised on TV for over ten years.

 

Created by JWT London, ‘This is Pudding’ will run on TV in the UK from 15th March 2013 and in Cinema from 25th March. The campaign aims to re-establish Ambrosia Custard as the thing that makes a pudding complete and also mark the brand as relevant to today by framing it within modern family life.

 

 

Mealtimes aren’t complete without pudding, and the campaign shows how Ambrosia turns an ordinary pudding into a proper pudding. Observing family moments in a beautiful, cinematic way, the campaign tells us, ‘This is Pudding’, and shows how topping a pudding with Ambrosia Custard is a little expression of care. 

 

The campaign is JWT London’s first work for Ambrosia since being handed the advertising accounts for several Premier Foods ‘Power Brands’ last year. As well as Ambrosia, JWT is responsible for the creative development of Hovis, Mr Kipling and Oxo.

 

Claire Harrison-Church, Category Business Unit Director at Premier Foods, said: “Though they’ve always been loved, traditional British puddings are back in vogue, making this the perfect time for Ambrosia to prove its relevance. The aim of the campaign is to reawaken an emotional connection with Ambrosia by making it relevant to today’s modern family. The campaign reminds people just how delicious, wonderful and simple a pudding with Ambrosia Custard is.”

 

Tracey Follows, Chief Strategy Officer and Executive Partner at JWT London, added: “This work comes from our deep understanding of what comfort food is to the modern family and recognition that Ambrosia is what makes a pudding. Why settle for dessert when you can enjoy pudding.”

 

Credits

 

Project name: This is Pudding

 

Creative agency:   JWT London

Executive Creative Director: Russell Ramsey

Creative Director:  Dave Masterman

Creative Team: James Humphreys and Craig Hunt 

TV Producer:  Roy Swansborough

Planners (creative agency): Hilde Oord and Lola Finney

Account Director: Brooke Curtis

 

Media agency: Starcom

Media planner: Melpo Gkofa

 

Director: Joanna Bailey

Production Company: Bare Productions

 

Editor: Adam Marshall, White House Post

Sound:  Jungle

Exposure: TV and cinema