great creative builds brands faster^TM

THE SITUATION:

Tackle the growing commoditization of the canned seafood category and re-invigorate the Clover Leaf brand to drive consumption by making the brand more relevant to women and synonymous with healthy energy.

THE PLAN:

We discovered that there is good busy – when women do something for themselves or their loved ones, and there is bad busy - when they are saddled with chores. The best forms of good busy often come unexpectedly and spontaneously. Hence the insight, its little surprises that make life fun, so you’ll never know when you need more energy.

THE IDEA:

An innovative campaign that captured fun, ‘private’ moments featuring women putting their energy to good use and which equated Clover Leaf with healthy energy that was delivered in a fun and engaging way. TV creative was developed that leveraged rekindled consumer interest in dancing to connect the brand and its message back to women’s daily lifestyle, and then was complemented by a high-profile TV sponsorship and online campaign and innovative, interactive print.