Farmers sing potato praises for Cavendish Farms
January 15, 2013 | Rebecca Harris | Comments
Yield Branding has launched its first creative work for Cavendish Farms since winning the assignment for its flagship brand, From the Farm, last spring.
A 30-second TV spot features real P.E.I. farmers singing about the pride they take in growing potatoes. The brand’s suppliers “are all P.E.I. potato farmers and that’s such a great Canadian story to tell,” said Chris Torbay, creative director at Toronto-based Yield.
The commercial aims to build awareness of From the Farm, which launched in 2007 and is positioned as a more “natural” brand,” said Suzanne Milner, group brand manager at Dieppe, N.B.-based Cavendish Farms.
“There’s been a lot of discussion around ‘field-to-fork,’ and we wanted to make a connection between the pride our farmers take in growing the potatoes and the product that’s delivered to consumers’ homes.”
The spot actually has two different endings and both are airing in rotation. In one, a farmer jokingly tells another, “you have a great voice” and in the other he says, “you’re off-key.”
Torbay said that throughout the day of the shoot, the farmers “loosened up… and by the end of the day, we started to have some fun. We tried a bunch of [friendly jabs] that fit in with their personalities after their personalities started to come out. That really plays to the honesty of the spot, that these aren’t actors, they’re real guys.”
The spot is airing across network television in Central and Eastern Canada until April. From the Farm also has a six-week sponsorship with the Food Network, which will air the ad during programming Wednesday from 7 pm to 11 pm, as well as various bumpers.
Cairns O’Neil Strategic Media, which oversees the brand’s media account, handled the media planning and buying.