by Mitz de Leon
Argentina Meat Loaf commands 70.7% of the meat loaf market as of year-to-date Nielsen findings. However, with the ceaseless attacks from its competitors, AML is a brand that does not sit on its laurels.
That is why for 2010, Argentina Meat Loaf seeks to cement its leadership in the meat loaf segment, by strengthening its bond with its consumers – Moms and kids.
With the help of creative agency, TBWA/SMP, Argentina Meat Loaf came up with a jingle-based TV commercial, featuring four kids in various daily activities, singing with their favorite – Argentina Meat Loaf! Aptly titled, MEAT LOAF KITA, the TVC was directed by veteran TVC Director Matthew Rosen.
The TVC was shot for two days. First location was the Jardin de Miramar, a picturesque events place in Antipolo, which served as the school grounds, garden and dining room settings. domains with traffic The second location was the Visual Light Studio in Makati where all the food shots were filmed, utilizing once again the hi-tech Phantom Camera, capable of filming a thousand frames per second, to make the shots look mouthwatering!
Compared to last year’s campaign which showed the various variants, this time around, the TVC highlights the Argentina Meat Loaf Regular in order to further strengthen its base.
The “MEAT LOAF KITA” TVC will be having two versions. Initially it will be featured as a 30s TVC and later on will be sustained thru a 15s. You can catch the “SAYA” TVC while watching your favorite TV shows in ABS-CBN and GMA.
Aside from the TVC, the campaign will also be supported with POP materials such as posters, price strips, bannerettes and Act Media Shelf Vision. AML will likewise conduct a palengke tour to beef up presence in market stalls.
With this new TV campaign, Argentina Meat Loaf is positive that we shall be able to win the hearts of our consumers and thus achieve its target for 2010!