Toronto-based George Weston Bakeries has dropped the traditional golden-fields-of-wheat approach to its Country Harvest bread advertising in exchange for something more dramatic. And that something involved driving a combine through the streets of Vancouver during a one-day shoot.
A new national spot, created by Round Table Advertising in Toronto, launched mid-March. Although it sticks to the same message as past ads – that Country Harvest provides the ‘wholesome taste of the harvest’ – this time the point was to ‘bring the idea of the harvest to life in a breakthrough way that people haven’t seen before,’ says Round Table CD Brent Peterson.
The commercial, which is targeted at adults interested in eating well, stars a farmer who drives a combine to the supermarket to get his loaf of bread. The ‘drama’ is achieved when he pulls the massive vehicle into the parking lot, astonishing passersby and knocking out a street lamp with his auger. Later, when he returns to his combine, he makes a sandwich and drives away satisfied.
‘The implication is that Country Harvest is the choice of people who know the harvest,’ explains Peterson, who adds that one of the brand’s greatest equities is its name, which resonates positively with consumers. ‘Getting the brand name across is more important as people are looking for healthier choices.’
Plus, an increase in health food advertising meant it was time for edgier tactics, he points out. ‘We were trying to find an execution that would compete on the airwaves with all the high-profile categories.’
Client: George Weston Bakeries
Agency: Round Table Advertising
Creative Director: Brent Peterson
Art Director: Julie Cha
Account Director: Sallah Cayer
Broadcast Producer: Angela Carroll
Production: Produce Film
Director: Nick Piper
Director of Photography: Simon Mestel
Producer: Louise Valgardson
Post: Stealing Time
Editor: Marcus Valentin
