Product-Focused Trade Campaign Touts Food Processor's 4 Units
CHICAGO--Clarity Coverdale Fury takes a product-specific approach in its first campaign for food processor Michael Foods.
The $1-2 million campaign, breaking in trade publications in August, focuses on the individual divisions of Michael Foods to drive sales, said Jerry Fury, creative director at the Minneapolis agency.
The effort continues the Minneapolis company's "Fresher thinking" positioning by highlighting how each of the company's divisions possesses fresh thinking that leads to an "innovative solution," Fury said. Michael Foods' four trade divisions are Papetti's Hygrade Egg Products; egg processor M.G. Waldbaum Co.; Northern Star potatoes; and Kohler Mix Specialties.
A campaign for M.G. Waldbaum shows a giant egg in everyday situations, like waiting for a bus. The accompanying headline, "We're taking eggs where they've never been before," demonstrates how the division's research and development brought eggs to new places, such as school breakfasts and fast-food restaurants, Fury said.
"Putting a giant egg in unexpected places really summarizes what Waldbaum does," he said.
The campaign replaces a more brand-oriented effort launched last year from Carmichael Lynch in Minneapolis. That work attempted to link all Michael Foods divisions under the tag, "Four companies. One innovative vision."
CCF won the account after a review last year that included local shops BBDO and Periscope Marketing Communications.
CCF is currently working on a consumer campaign for Michael Foods' Simply Eggs, Simply Potatoes and Crystal Farms brands.