Kraft Heinz
Gravox Brings Christmas Together
Gravox is synonymous with Gravy in Australia, but the brand had not yet capitalised on the Christmas occasion
Background
Having identifying an opportunity to launch a new product made specifically to complement Christmas lunch, Gravox tasked REBORN with developing a creative launch campaign.
Objectives
Successfully introduce the new Gravox Chrissie Gravy to the Australian market, reinforcing Gravox’s position as a staple in creating the perfect Christmas meal. The campaign will aim to highlight the product’s superior quality and taste, positioning Gravox Chrissie Gravy as the essential element that brings families together around a delicious Christmas lunch. Through strategic storytelling and multi-channel marketing efforts, the objective is to establish Gravox Chrissie Gravy as a new tradition for Australian Christmas celebrations, driving product trial, purchase, and brand loyalty.
The idea
The creative idea was to bring Christmas together with the new Gravox Chrissie Gravy. Based on the insight that Christmas in 2022 was the first time in a number of years that family and friends could truly come together after years of COVID-related disruptions, the campaign centred around the idea that Christmas is a time for families to come together and share a meal, and Gravox Chrissie Gravy is the perfect addition to make that meal complete.
The campaign ran across Video on Demand, digital, social, POS and OOH.
REBORN Responsibility
- Strategic brand positioning
- Creative direction
- Product photoshoot
- Production of advertising assets across in-store, Facebook, Instagram, Snapchat, digital display, YouTube pre-rolls, OOH and Radio
- Campaign landing page design, content and build
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