Blue Dragon, the UK-based oriental food producer, is launching a GBP2.5m (US$4.96m) national TV advertising campaign, designed to “reinforce its authentic credentials” and to “enthuse the nation” to create oriental meals at home.
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The two commercials, which were shot in Thailand, introduce a new brand strapline, ‘The East Made Easy,’ and will air from 5 May until August.
Local people are used in favour of actors, and staff from the Blue Dragon manufacturing site in Thailand feature in the two lead roles, speaking to the camera in Thai as a voice-over translates into English.
“For our first TV advertising campaign in three years, our aim was to develop a creative concept that reinforces the genuine authenticity of the Blue Dragon range,” said Tracy Hughes, Blue Dragon consumer and trade marketing controller. “To capture the true essence of the Far East we used local staff instead of actors, to bring the story to life in a real and believable way.”
The first execution features Blue Dragon factory worker Wanpen Maswat. When she arrives back at home after a day of work to make curry for her family, she turns to the camera, smiles and explains “…the ‘busy lady customer’ is also me, of course.”
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By GlobalDataThe second execution focuses on the freshness of the ingredients and features another staff member, Anuwat Krootsakorn who returns from work to cook pad thai for his father with Blue Dragon Sweet Chilli Dipping Sauce. He turns to the camera and says, “…If you think I’m doing it all again when I get home, you must be away with the fairies.”
Tracy Hughes continues: “With the Oriental food market currently worth GBP123m and growing at a rate of 8% year-on-year, we’re confident this new advertising campaign will raise positive consumer awareness of oriental products in the home and help drive this growth further in 2008.”
In addition to the TV advertising campaign, Blue Dragon has also launched an oriental recipe-focused website.
