Tag Archives: pelican

Extreme Meadowland has a strong message

17 May

I’ve previously said that it’s hard for the hospitality and foodservice industry to run sexy PR campaigns, but it doesn’t mean that it shouldn’t try.

Earlier this year, Pelican PR celebrated new research that showed that frozen food was on the up by using a wall of ice to attract attention to its client – the British Frozen Food Federation. But, I think Unilever Food Solutions (UFS) – the brand behind the Ambu-lunch – has gone one better.

With a chance to go viral, UFS has created six videos to demonstrate Meadowland’s, a dairy cream alternative, strength. Here’s a taster to whet your appetite:

The quick clips – packed with some smooth ‘slow-mo’ action – bring the metaphor to life that Meadowland is tough and won’t split when cooking, by putting it to the limit with a car, bench saw, angle grinder, chain saw and axe. And boy does it hold up!

Aimed at chefs, working in restaurants, pubs, canteens and hotels, that tend to be big personalities that run on adrenaline, it had to be hard hitting and appeal to their ‘need for speed.’ And Meadowland doesn’t pull any punches by challenging chefs to take it to the extreme.

The YouTube films are strong – just like the message it wants to convey – and chefs would be mad not to want to watch, request a sample and experiment in the kitchen with this kick-ass product.

Want another? Here you go:

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Pelican sexes up show with ice sculpture

21 Mar

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Excuse me for being surprised. I’ve worked in the foodservice industry for a few years now and don’t think I’ve seen such a simple, yet effective, PR stunt that grabs attention and even makes waves in the marketing press. Well, The Drum anyway.

Pelican PR produced a seven-foot ice wall to represent seven years of frozen food growth for its client – the British Frozen Food Federation (BFFF).

Situated at the International Food and Drink Exhibition, which took place at the ExCeL centre this week, the wall included images of frozen foods to represent new stats showing 5.4% year-on-year growth for the sector.

My only fault with this stunt is that it’s saturated with branding which detracts from the primary key message: frozen food is on the up.

A good stunt is a subtle stunt: the client takes a back seat, tells its story and gets the quality coverage. Agreed?

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