Maynards Discovery Patch teams up with Aardman for new tv ad
Maynards Discovery Patch, the new range of fun-shaped fruit flavour jelly and foam sweets, have teamed up with Aardman Animations for a high-profile new TV ad this spring.
The advert, which runs from 9th May, features a family of hedgehogs trying Maynards Discovery Patch for the first time and exploring the questions on pack. The ad has been produced by Aardman, the studio famous for popular characters including Wallace & Gromit, Shaun the Sheep and Morph.
The Maynards Discovery Patch range includes four themed variants – Discovery Patch Animals, Discovery Patch Body Bits, Discovery Patch Myths & Monsters and a multipack of treatsize Discovery Patch Mini Creatures. All packs feature fun facts or quizzes on the back of pack to inspire moments of family discovery. There is also a Maynards Discovery Patch app which you can unlock by scanning the pack, giving families an opportunity to discover even more through an augmented reality experience.
The TV campaign is part of a £3 million UK media investment of this year, which will also include cinema, video on demand, out of home (close to stores), digital, experiential PR and in-store activity.
For the spot, Aardman have created a miniature world rich in irresistible details, texture and charm, bringing the hedgehog family to life with enchanting stopframe animation, a process which took nearly three weeks to shoot, frame by frame.
Directors Karni and Saul had a very specific visual treatment in mind for the spot: “We were looking for a textured, intimate and handmade look so we decided to opt for needle felting finish which gives the puppets a realistic, yet cosy feel.
“The challenge was creating a world – part hedgehog, part person – that humans can relate to. It was loads of fun coming up with the small details in the set like the nature themed elements.”
Kaitlin Williams, Brand Manager for Candy at Mondelēz International, said: “We’re hugely excited to be working with Aardman for our first TV campaign for Discovery Patch. The hedgehogs are the perfect fit with the quirky and curious personality of the product, and we expect the ad’s going to be a big hit with consumers.
“This is a high-profile campaign, and we expect demand for the product to increase as the ad drives greater awareness among shoppers. Retailers should look to stock Discovery Patch in advance of the campaign to make the most of the opportunity.”
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2012 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
Aardman, based in Bristol (UK) co-founded and run by Peter Lord and David Sproxton, is a world leader in animation. It produces feature films, television series and television commercials for both the domestic and international market. Their multi-award winning productions are novel, entertaining, brilliantly characterised and full of charm that reflects the unique talent, energy and personal commitment of the very special people who make up the Aardman team. The studio’s work is often imitated and yet the company continues to lead the field producing a rare brand of visually stunning and amusing independent and commercials productions. www.aardman.com