FOUR'N TWENTY: MAGIC SALAD PLATE

The advert titled MAGIC SALAD PLATE was done by CLEMENGER BBDO MELBOURNE advertising agency for FOUR'N TWENTY (Four'N Twenty company) in AUSTRALIA. It was released in the June 2009. Business sector is Savoury foods.

Credits:

• Type of Entry: Product & Service
  Category: Fast Moving Consumer Goods
  Title: MAGIC SALAD PLATE
  Advertiser/Client: FOUR'N TWENTY
  Product/Service: MEAT PIES
  Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA
  Sales Promotion/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA
  Creative Credits
  Name Company Position
  James Mcgrath Clemenger BBDO Melbourne Executive Creative Director
  Ant Keogh Clemenger BBDO Melbourne Creative Director
  Julian Schreiber Clemenger BBDO Melbourne Art
  
  Director/Writer/Designer
  Tom Martin Clemenger BBDO Melbourne Art Director/Writer/Designer
  Sevda Cemo Clemenger BBDO Melbourne Agency Producer
  Ricci Meldrum Clemenger BBDO Melbourne Group Account Director
  Sarah Galbraith Clemenger BBDO Melbourne Account Manager
  Tony Rogers Renegade Films Director
  Jenny Livingston Renegade Films Producer
  Stevo Williams Flagstaff Studios Sound Engineer
  Marin Johnson Renegade Films Director of Photography
  Gene Hammond-Lewis Mike Reed Partners Post Production Editor
  Joanne Currie Clemenger Fusion Plate Project Manager
  Musonda Katongo Clemenger BBDO Melbourne Graphic Designer
  Calvin Teoh Clemenger Blue Digital Web Designer
  Details
  Describe the brief from the client:
  Pies face the pressure of healthy eating. After having a long history of success as the unpretentious, honest and satisfying lunch for guys, Four’N Twenty, the iconic Australian meat pie brand was beginning to struggle for something to ignite consumer interest. It also now suffered from being considered a bit of an unhealthy meal choice. Sure guys still loved Four’N Twenty pies, but often they couldn’t commit themselves to eating one because of constant pressure put on by society now to be more responsible with their diets. All this health pressure frustrated them. We needed a new way to give them permission to enjoy the pies.
  Describe how the promotion developed from concept to implementation:
  The Four’N Twenty Magic Salad Plate. Instead of denying Four’N Twenty’s lack of health, like so many other brands with their healthy choice meals, we embraced it, meeting societal pressure head on. We created a solution that worked with the pie to humorously say, “For five minutes society, can you bugger off and let me eat what I want!” –The Four’N Twenty Magic Salad Plate. A plate specifically designed with a 3-dimensional model side salad to let pie-eaters ridiculously appear to be also having some salad. Advertised across many mediums, plates sold online using unique codes collected from packs.
  Describe the success of the promotion with both client and consumer including some quantifiable results:
  The pies and plates sold like crazy. The most successful marketing campaign by Four’N Twenty ever. The brand was immediately rewarded with huge free publicity for being “true to itself”. The brand and the plate became a symbol for letting guys just enjoy food. In the first fortnight, plate sales were reported at 25,000 and it was recently voted one of the best new products of 2008. It even appeared on eBay for 15 times its original value. More importantly Four’N Twenty pie sales soared with a 40% increase in single serves and 21% in 4 packs.
  Explain why the method of promotion was most relevant to the product or service:
  Pie eaters felt free to eat pies again. Building on Four’N Twenty’s history of being an unpretentious Australian brand, the Magic Salad Plate made light of health pressure and showed they understood the frustrations of their
  consumers. The plate was a true innovation in the food category, it was entertaining, but it also defied social trends that celebrate the notion of the “health nut”. It worked with double impact, first encouraging people to buy pies initially to get their plate, then driving people to buy more pies to actually use it. Soon plates were being used at worksites and workplaces around the country, further promoting the Four’N Twenty brand nationwide.