A ‘light-bulb’ idea moment along with some inspiration from a classic horror film led to the creative idea…
The aim was to produce a piece of content that was bold and unexpected for the Carrs brand. The idea also had to be timely and conveyed with some humour to ensure newsworthiness so we could promote across earned media channels with PR.
With the help of video production agency Sitcom Soldiers, we created an homage to Poltergeist..
The 40 second ad features a family sat in their living room in front of the TV. Both parents are asleep but the little girl, eerily lit by the light from the TV screen, can see something which makes her utter the phrase horror buffs will easily recognise, ‘they’re here..’, as she spots the Carrs Pasties delivery van pulling up outside the house.
Launched the week before Halloween weekend to drive orders in the lead up to the 31st October, the ad ran digitally across social channels with spend put behind targeting families in the specific areas Carrs Pasties operates it frozen pasty delivery service. Two audiences were utilised to ensure the content reached those people most likely to engage and purchase - families and people interested in bakery and frozen foods.
In addition to digital, we seeded the campaign to local, national consumer and trade press to generate editorial and build brand awareness of Carrs within relevant press titles.
The fully integrated campaign was implemented by Absolute’s brand, campaign, digital and PR teams and resulted in considerable impact for a small budget, local/regional campaign.