Chippus Currius: McDonnells turns heads with latest campaign
McDonnells Original Curry Sauce has launched the latest in its series of quirky and eye-catching adverts with a playful campaign that hones in on the devotion that consumers tend to have for the brand.
1 October 2018
McDonnells Original Curry Sauce has been highly visible in recent months with a playful and authentic series of adverts fronted by Conor McKenna of the Irish comedy trio Foil Arms and Hog. The latest campaign, a disruptive through-the-line campaign encompassing TV, social media, outdoors, digital and cinema, is a memorable one that plays on the devotion to the brand that some consumers exude. This devotion is the result of market research by McDonnells, in an example of a brand playing to its existing base in such a way that is almost guaranteed to bring in a new one too.
Ann Marie Brady, senior brand manager for McDonnells, said that research revealed some interesting insights. “Our new campaign is heavily influened by consumer research,” Brady says. “We found that there is something of an ‘underground’ following for McDonnells,” she said, “which is almost a secret society in how they adore and worship the brand.
“We’ve taken that insight, added humour and really emphasised how it’s the taste of our curry sauce that is craved by all,” she added.
One of the key goals of the campaign is to bring younger consumers into the category; the presence of McKenna as the cult’s enigmatic leader brings an air of authenticity to the comedic element. Similarly, the ad was released on Snapchat ahead of the TV debut, while mysterious unbranded billboards appeared to create a talking point among the public.
See the ad below.
McDonnells Curry Sauce is made in Drogheda, where the brand is constantly striving to keep up with consumers needs and to deliver new concepts. Over the past 12 months McDonnells has expanded into Slimmers Curry (created for consumers who love McDonnells but with just 70 calories per serving) and also added a Spice Bag mix to the range, helping consumers to create a quick and tasty “fake-away” at home.
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