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Clever Creative: Dish-connected

President’s Choice is ranked 8th as one of Canada's most influential brands, and we can see why with this ad.

Clever Creative: Dish-connected

Posted Thursday January 12th, 2017 by in Creativity + Art.

Have you ever felt like you’re the only one in the world that isn’t obsessed with their phone? Well, you’re not alone. In today’s “Clever Creative” from Canadian food brand, President’s Choice, we meet a millennial woman who’s on a mission to break that habit. This year is Canada’s 150th anniversary of Confederation, and this beloved national brand is encouraging its consumers to put down their devices and #EatTogether.

According to research conducted by President’s Choice, “Only 38% of Canadians eat dinner together between four and six times a week.” These staggering results are what prompted the company to focus their next campaign on more than just the food. This ad concentrates on the people and experience of sitting around a table for dinner, rather than the food itself:

Why our GEMites liked this Clever Creative:

Simply put, the message of the ad is a winner. Technology has obviously given us some pretty amazing things, like the ability to connect with anyone, at any time, in any part of the world, but it has also disconnected us. This ad addresses that issue in a very blatant, yet heart-warming way. As the research from President’s Choice shows us, people don’t sit down to dinner anymore. Back in the days, before refreshing your Instagram feed every minute was acceptable, dinnertime was quality time you got to spend with friends and family. You could talk about your day, learn new things about each other and have stimulating conversations about life, news and events. Now, people are lucky if they can make eye contact with each other once during dinner.

We love this ad because it reminds us of how things used to be and how we should make an effort to get it back to that way. Even though the there is no voiceover for the ad and the conversations are not audible, the message is clearly portrayed through the story, which is only strengthened by the background music, a cover of “What the World Needs Now is Love.” We also love the diversity shown around the table. It shows that no matter your gender, age, ethnicity, or beliefs, food can truly bring people together. The current tagline for President’s Choice is “Crave More,” and this ad is part of their plan to transform that into a larger ideology.

Why our fellow creatives should like this:

As employees of an advertising agency, we watch a lot of ads, and have seen our fair-share of integrated marketing campaigns. However, not every ad that attempts to integrate social and digital into their traditional campaigns succeeds like this one from President’s Choice does. This is just one reason our fellow creatives should like the ad, but also because in just 10 days, the video has received over 11 million views in Canada. That’s an impressive 1.1 million views a day. On top of that, seven million of those views came just from their digital and social channels, which is proof of how their integration of the hashtag, #EatTogether, throughout all mediums is successful. Finally, they were able to tie-in a current event happening in Canada, making this ad timely and adding to its effectiveness.

President’s Choice is ranked 8th as one of Canada's most influential brands, and we can see why with this ad. This creative has an amazing message that has won the Canadian internet for the week, and will hopefully inspire everyone to become more dish-connected.

Let us know what you think, and look out for next week’s installment of Clever Creative!

If you’re looking for some clever creative of your own, feel free to contact us.


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