Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that intersts you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative
  • 72

John West Launches New Fiery Range with ‘Chef Bear’ via Cummins&Partners

cummins&partners, 1 month, 2 weeks ago

The campaign has already received almost 2 million views in just one week.

John West Launches New Fiery Range with ‘Chef Bear’ via Cummins&Partners

Cummins&Partners and John West have launched a campaign for the new Special Edition Fiery Range fronted by an unlikely celebrity chef - the brand's much-loved mascot, Kodiak bear.

The Lunchtime Social Feed sees 'Chef Bear' prepare four recipes, with the kitchen mayhem producing results that only a wild animal could achieve.

Says Ryan Willett, brand manager, Simplot Australia: "This is a very competitive category and with social feeds dominated by cooking videos, using our biggest brand asset to create some cut through made a lot of sense."

VIEW THE FIRST FILM
VIEW THE SECOND FILM
VIEW THE THIRD FILM
VIEW THE FOURTH FILM

Says Ben Couzens, ECD, Cummins&Partners, Melbourne: "The idea is very simple. People like watching cooking shows and people like wild animals. We combined the two with some pretty entertaining results. And with nearly 2 million eyeballs on these films in just one week, it has struck a chord. Oh and no animals were harmed when filming.... just a couple of avocados."

The Lunchtime Social Feed continues across Facebook, YouTube, digital and johnwest.com.au.

Agency: Cummins&Partners
Executive Creative Directors: Jim Ingram, Ben Couzens
Art Director: Sang Wun-Kim
Writer: Chris Ellis
Art Director: Aaron Lipson
Strategy Planner: James Bennett
Designer: Rowan Hammerton
Agency Producer: Naomi Nienaber
Group Account Director: Rod Mooseek
Senior Integration Manager: Alisa Mezhov
Integration Manager: Liz Mitchinson
Director: Nigel Camilleri, Cummins & Partners
DOP: Joel Betts
Editor: Graeme Phillips, Cummins & Partners
Sound Engineer: Dylan Stephens, Risk Sound
Digital Producers: Chris Lee, Tiffany Schrauwen
Digital Developers: Ed Spurrier, Chris Staring
Digital Designers: James Gilbert, Christine Calo
Digital Planning Director: Zac Martin
Digital Developer: Chris Staring

PR: Mango
Account Director: Amanda Sheat
Account Manager: Lauren Hunt
Account Coordinator, Emma Paolucci
Media: Initiative
Client Director: Georgina Leslie
Client Manager: Tara Ridolfi

Client: Simplot
Senior Brand Manager - Shelf Seafood: Stephanie Dore-Smith  
Brand Manager - Shelf Seafood: Ryan Willett
Brand Manager - Shelf Seafood: Lisa Ainsworth