A touch of Hollywood glamour brought Albert Bartlett the marketing gong in the industry’s Oscars on Thursday.
The potato specialist won the Pr3 Re:fresh Marketing Campaign of the Year award at the London ceremony after bringing in a genuine Hollywood A-lister to front its TV and media marketing campaign for Rooster Potatoes in the UK and Ireland last year.
Desperate Housewives star Marcia Cross was the face of a campaign named ‘Marcia Cross - Agent’, which pushed the UK’s first ever branded fresh potato into the news and gossip pages of the national media.
Marcia Cross was chosen to front the Rooster brand because she offered a route to the younger consumer, while also continued to appeal to the core shoppers who already bought into the brand.
The innovative strategy has used ‘old-school’ advertising for a product and category that is not used to such focused brand building to good effect. The high profile work was supported in-store by a concerted packaging and POS drive and the results were impressive.
Albert Barlett marketing manager John Hicks told freshinfo: "We are delighted to have won the Re:fresh marketing award for our Marcia Cross campaign, the creative ad was a lot of fun while delivering all the key brand messages. The campaign was our biggest to date and has elevated the brand to a new level which we hope to build on going forward."
The judges said it was “a hotly contested category but Albert Bartlett’s recruitment of a Hollywood star is a coup for the fresh produce industry”.
The English Dessert Apple Campaign and the promotional push for Pink Lady apples were also nominated in the prestigious category.
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