Wongdoody launched its first campaign for employee-owned food company Litehouse since recently winning AOR duties for the brand.
The integrated campaign, “See the Lite,” is built around a 30-second broadcast spot promoting the brand’s line of salad dressings. In the spot, a mother reaches into a pantry to grab a selection of salad dressings as her family sits down to dinner. “Are you going to do the ranch or do you want the green one?” she asks her son, as her daughter squeezes a bottle and releases a gross, gooey pink slime. The ranch doesn’t look much better, as some metallic looking blocks fall out of the bottle and “the green one” releases a noxious looking cloud of dust. “There’s a lot of salad dressing that’s full of…not dressing,” the voiceover says as the family chows down on the less-than-appetizing selections.
This is contrasted with Litehouse, which, unlike those other brands, is found in the produce section, “where real dressing should be.” Wongdoody’s approach highlights the additives and preservatives found in most brands in a way that makes them truly unappealing. It also turns Litehouse being found in the produce section into a selling point, while also letting consumers who might otherwise overlook it know where they can find a bottle. We wonder if the caricature of preservative-laden dressings might go a little too far, however, as viewers might be so disgusted as to tune it out.
60, 30 and 15-second versions of the spot will air online and on broadcast. The campaign, which also includes radio, digital, social media, out-of-home and in-store, as well as an integrated PR effort led by Crafted Communications, focuses on the markets of Baltimore, Philadelphia and Jacksonville, running until July 17.
“This Litehouse campaign was the perfect opportunity to educate shoppers on an underserved food segment, and show the differences between shelf-stable dressings in the middle of the store and Litehouse’s fresh, quality offerings in the produce section,” said Tracy Wong, chairman and co-founder of Wongdoody. “I think consumers are going to really identify with Litehouse’s mission to provide first-class products.”
Credits:
AGENCY: WONGDOODY
Chairman, ECD: Tracy Wong
CD: Mark “Monkey” Watson
ACD, Copywriter: Jennie Moore
Senior Copywriter: Tim Koehler
Art Director: Patrick Moore
Designer: Candice Nagel
Group Account Director: Megan Meagher
Account Director: Kristie Christensen
Management Supervisor: Katie Brotherton
Senior Account Manager: Scott “Scooter” Churchill
Director of Strategy: Jason Gingold
Market Strategy: Kari Connor
Associate Strategy Director: Lori Hicks
Supervisor, Connection Planning: Audrey Steinberger
Senior Director of Integrated Production: Stacy McCann
Executive Producer: Steph Huske
Interactive Producer: Laura Haithcock
Print Producer: Mich Congdon
Director, Studio: Kenta Hadley
Senior Studio Artist: Scott Engelhardt
Studio Artist: Katie Grantier
Senior Retouch Artist: Charlie Rakatansky
Post Producer: Sabrina Luciani
Editor: Hasalyn Modine
Sr. Motion Graphics Designer: Matt Glenovich
Motion Graphics Designer: Jacob Mrozek
CLIENT: Litehouse
VP, Marketing and Communications: Maria Emmer-Aanes
PRODUCTION PARTNERS
Radical Media LLC
Director: Rosey
Executive Producer: Jim Bouvet
President: Frank Scherma
Head of Production: Cathy Dunn
Producer: Diane Castrup
Production Supervisor: Joan Duff
Clatter & Din
Audio Engineers: Eric Johnson, Sam Gray
Executive Producer: Rachel Komenski
Lightpress
Colorist: Jeff Tillotson
Systems Specialist: Shane Dillon
Producer: Amanda Kay Helmick
Composer
Dan Koch, Milk & Honey Music
Talent
Dad: Rob Ullett
Mom: Nicole Ghastin
Daughtter: Veronica Mason
Son: Taylor Gregory
Voiceover: Eleanor Katz