Fonterra - Mainland Cheese - Good Things Take Time
Our challenge: Promote the umbrella Mainland 'Not Today' brand through a suitable property that speaks directly to both women 35-54 and grocery buyers.
Use the relevant property to communicate the brand heritage that good things take time, therefore reinforcing Mainland as a quality product.
Our response: Working in partnership with TV1, Full Circle were able to leverage the power of TV1's programming heritage and foothold in comedy to produce a series of compelling integrated interstitials that brought the Mainland brand position, 'Not today... Good things take time' to life.
As the number one channel on the platform for women 25-54, we were confident we could deliver a solution that would reach Mainland's desired audience and nail the brief in hand!
Using comedy favourites, Seinfeld and Everybody Loves Raymond, the creative communicated that good things take time, by exploring how these legends of the screen took time to come to air.
As such, the interstitials were written and produced in a biographical style to include key facts about the program's history, coupled with show footage and the Mainland TVC, to demonstrate how the idea eventuated into the on air success it is today.