11.2008
See Budget S-T-R-E-T-C-H in action
Times are tough. Discover how Principles Agency can double your marketing budget's effectiveness.
Times are tough. Discover how Principles Agency can double your marketing budget's effectiveness.
11.2008
Gloriously tasty account win for Principles
You need a great British agency to market glorious British chips.
That's precisely what McCain got for their Foodservice.
You need a great British agency to market glorious British chips. That's precisely what McCain got for their Foodservice.
We slung our wellies on and dug deep under the brand to nurture compelling creative that unearthed McCain's 100% commitment to over 300 British farmers. A double page spread with a 'belly band' meant readers of The Publican magazine couldn't escape the fact the potatoes used to make McCain Classics Chips are grown from McCain's own seeds and are 100% traceable. It launched the new integrated 'From seed to farm to plate' B2B campaign.
Keep your eyes peeled for more ads, direct mail, promotions and web activity.
01.2009
20:20 precision production for D&A
What exactly do the UK's longest established nationwide opticians see in Principles Agency? Judging by their new look stores, quite a lot.
What exactly do the UK's longest established nationwide opticians see in Principles Agency? Judging by their new look stores, quite a lot.
We've worked with Dollond & Aitchison for over 15 years. Recently we were given one of their most demanding briefs: to supply an additional 50 of their 400 stores with a complete new feel. We didn't blink. We got on with creating an easy to shop environment with a cost-effective, flexible, simple to refresh solution. We produced all elements including artwork creation, print management and distribution for over 70 items in total. Not easy with branches being all shapes and sizes and faced with a tight concrete deadline.
"This was a huge logistical challenge for Principles. However, through excellent administrative skills and great dedication the team were able to deliver on time with the minimum of fuss and once again exceed our expectations. Thanks to Principles we now have 160 of our 400 branches trading successfully with the new merchandising look." Bob Parkes, Head of Product and Supply Chain.
07.2008
Taking the wheel with motors.co.uk
A new integrated campaign puts consumers in the driving seat. Spanning press, outdoor and TV, the campaign aired in the Midlands.
A new integrated campaign for motors.co.uk puts consumers firmly in the driving seat. Challenging the dominance of established names in the industry, this online car trading website prompts consumers to take control over buying and selling cars. So what better way to empower customers to 'take the wheel' than by building a ten-foot steering wheel and giving it them to play with?
Spanning press, outdoor and TV, the campaign aired throughout the Midlands and depicts ordinary people literally taking hold of the giant wheel, under the strapline "I took the wheel and got a best mate in the motor trade." Simple, striking and easily translatable across all mediums, the big wheel provides a memorable and instantly recognisable symbol for this highly competitive market.
11.2008
Batting above your weight
Juicy production values and sharp media buying on a tight budget give Fruitus that big campaign feel.
Juicy production values and sharp media buying on a tight budget give Fruitus that big campaign feel.
Glisten, redesigned their Fruitus packaging and turned to Principles Agency to
re-launch the range into a very tough snack bar sector. Fine if you've a multi-million pound budget, but when you haven't, you need to apply some serious Budget S-T-R-E-T-C-H.
We knew the creative would have to be seriously tasty and the media would be crucial. Monkeys and fruit bats devouring Fruitus bars provided a unique creative execution. A carefully planned and fiercely negotiated four month launch press campaign had Fruitus flying off the shelves.
That's Budget S-T-R-E-T-C-H for you.
07.2008
Opening people's eyes to human trafficking
The Blue Blindfold campaign offers a new vision to combat human trafficking. In collaboration with the United Kingdom Human Trafficking Agency (UKHTC), an integrated marketing campaign has been created using a blue blindfold as a poignant, powerful symbol of the covert nature of this often-unseen crime.
The Blue Blindfold campaign offers a new vision to combat human trafficking. In collaboration with the United Kingdom Human Trafficking Agency (UKHTC), an integrated marketing campaign has been created using a blue blindfold as a poignant, powerful symbol of the covert nature of this often-unseen crime.
Posters, bus advertising, website, training DVD, postcards and information sheets incorporate images of the general public wearing blue blindfolds while heinous crimes take place on their doorsteps. The underpinning strapline 'Don't close your eyes to human trafficking' appeals to the public to be extra vigilant in their daily activities.
The Blue Blindfold campaign has been given the green light from the government, having recently been recognised by the House of Commons, MPs and law enforcement agencies in a formal launch.
07.2008
Pretz: sexy side of snacking
The redesigned Pretz brand is all set to seduce your senses with three mouth-watering flavours. Following extensive consumer research, the 'skinny baked,' low fat snack has been repositioned to target younger, health-conscious females and now boasts a new identity and striking packaging that invites women to make a date with their tastebuds.
The redesigned Pretz brand is all set to seduce your senses with three mouth-watering flavours. Following extensive consumer research, the 'skinny baked,' low fat snack has been repositioned to target younger, health-conscious females and now boasts a new identity and striking packaging that invites women to make a date with their tastebuds.
Sensual imagery and dating-style language links each flavour with a different type of man, including Moody and Unpredictable Jalapeno Chilli, Strong and Dependable Worcester Sauce and Cool and Sophisticated Sour Cream and Onion. So whether you want to add a little spice to you snacktime or taste something a little smoother, Pretz will satisfy every craving and leave you licking your lips in delight!
09.2007
Through the cakehole with Loyd Grossman
Extending his eponymous food range into the snacking sector, Loyd Grossman launches a series of three Indulgent Nut Mixes.
Extending his eponymous food range into the snacking sector, Loyd Grossman launches a series of three Indulgent Nut Mixes - Caramelised Red Onion, Black Olive and Sun Dried Tomatoes. So who is capable of producing a product like this and taking a bite out of the £500m nuts, seeds and dried fruit market? Loyd teamed up with Sun Valley and turned to Principles Agency to carefully design the packaging. Dovetailing neatly into the existing range, it is now rolling out into supermarkets and a supporting press campaign, also a Principles Agency creation, is planned for later this year.
09.2007
Simply Be takes off the runway
High fashion hits the catwalk in Simply Be's stunning launch of its new Autumn Winter 07 collection.
High fashion hits the catwalk in Simply Be's stunning launch of its new Autumn Winter 07 collection. Aiming high to deliver market-leading conversion and order rates both online and off-catalogue and maintain and inspire existing customers, the commercial's creative is designed to be flexible to update new fashions and messages as they hit the catwalk. Two models capture the brand personality perfectly whilst giant projection screens alternate between organically growing graphics and showcasing products in close-up.
01.2009
NHS thinks we're best for breast
Everyone knows breastfeeding is best, but the message wasn't getting through to young Calderdale mums.
Everyone knows breastfeeding is best, but the message wasn't getting through to young mums and mums-to-be in the Calderdale region.
Calderdale Primary Care Trust turned to Principles Agency to address the stigma and negative attitudes associated with breastfeeding and to reinforce the proven long term health benefits. We immediately assigned mother-of-one Account Director Rebecca Nichells, father-of-one media expert Nick Ashworth and an all female creative, media and planning team to bring greater understanding to the task. We then applied Budget S-T-R-E-T-C-H to produce a highly targeted 'Only Natural' social marketing campaign encouraging 16 to 24 year old mums in the Halifax area to 'Do something amazingly ordinary' by trying breastfeeding and feeling comfortable doing so in public.
"Principles Agency inspired us with its straightforward 'street-level' approach to tackling the campaign objectives head-on with striking creative" said Stephanie Ryan, Communications Manager, Calderdale PCT.
11.2008
Faster, stronger, cheaper
Three new Ultralase TV ads featuring two British Olympic heroes rapidly delivered for the price of one.
Three new Ultralase TV ads featuring two British Olympic heroes rapidly delivered for the price of one.
We'd worked with Ultralase six years ago and produced the original and phenomenally successful TV commercial featuring Olympic gold medallist Jonathan Edwards CBE. So it was great to win a four-way pitch to produce a new commercial. In addition to the creative, Budget S-T-R-E-T-C-H played a big part in the decision.
We proposed not one 30 second commercial, but three featuring not one but two Olympic gold medallists - Jonathan Edwards and Sir Steven Redgrave, whom Jonathan actually recommended Ultralase to. Budget S-T-R-E-T-C-H and some canny TV production techniques brought it all in for the amount you'd expect to make just one quality TV ad.
Powerful and highly persuasive, the first of three TV ads is on air now, with the remaining two to be released before the 2012 Olympics. Sir Steven reckons Ultralase deserve a medal - maybe he could spare one of his five? Maybe not.
11.2008
Leeds chocker for Thorntons
Principles unveiled Thorntons world's biggest box of chocs and achieved returns of over £17 for
each £1 spent.
Principles unveiled the world's biggest box of chocs and got Thorntons seriously heavyweight media coverage. At 5 metres tall and weighing 2,100kg, there was a lot to go round. But budget-wise, things were different. Thorntons wanted a big splash but for finite cash. Budget S-T-R-E-T-C-H enabled us to make the budget work incredibly hard - so hard, it achieved returns that were the advertising equivalent of £17.42 for every £1 spent.
So what did we do to achieve such coverage? Well, Thorntons moments are all about sharing. Over two days, shoppers in the soft-centre of Leeds loved sharing thousands of twist-wrapped chocolates from the Guinness Book of World Records featured box.
The event we organised went as smoothly as a Thorntons soft caramel moment. Sponsorship of Leeds Shopping Week, data capture via a prize draw with luxury 'sharing' prizes and promotion on Galaxy Radio brought chocoholics swarming.
We gained Thorntons local and national press, TV and radio coverage an incredible 17 times the value of the budget.
07.2008
Opening people's eyes to human trafficking
The Blue Blindfold campaign offers a new vision to combat human trafficking. In collaboration with the United Kingdom Human Trafficking Agency (UKHTC), an integrated marketing campaign has been created using a blue blindfold as a poignant, powerful symbol of the covert nature of this often-unseen crime.
The Blue Blindfold campaign offers a new vision to combat human trafficking. In collaboration with the United Kingdom Human Trafficking Agency (UKHTC), an integrated marketing campaign has been created using a blue blindfold as a poignant, powerful symbol of the covert nature of this often-unseen crime.
Posters, bus advertising, website, training DVD, postcards and information sheets incorporate images of the general public wearing blue blindfolds while heinous crimes take place on their doorsteps. The underpinning strapline 'Don't close your eyes to human trafficking' appeals to the public to be extra vigilant in their daily activities.
The Blue Blindfold campaign has been given the green light from the government, having recently been recognised by the House of Commons, MPs and law enforcement agencies in a formal launch.
07.2008
Pretz: sexy side of snacking
The redesigned Pretz brand is all set to seduce your senses with three mouth-watering flavours. Following extensive consumer research, the 'skinny baked,' low fat snack has been repositioned to target younger, health-conscious females and now boasts a new identity and striking packaging that invites women to make a date with their tastebuds.
The redesigned Pretz brand is all set to seduce your senses with three mouth-watering flavours. Following extensive consumer research, the 'skinny baked,' low fat snack has been repositioned to target younger, health-conscious females and now boasts a new identity and striking packaging that invites women to make a date with their tastebuds.
Sensual imagery and dating-style language links each flavour with a different type of man, including Moody and Unpredictable Jalapeno Chilli, Strong and Dependable Worcester Sauce and Cool and Sophisticated Sour Cream and Onion. So whether you want to add a little spice to you snacktime or taste something a little smoother, Pretz will satisfy every craving and leave you licking your lips in delight!
09.2007
Through the cakehole with Loyd Grossman
Extending his eponymous food range into the snacking sector, Loyd Grossman launches a series of three Indulgent Nut Mixes.
Extending his eponymous food range into the snacking sector, Loyd Grossman launches a series of three Indulgent Nut Mixes - Caramelised Red Onion, Black Olive and Sun Dried Tomatoes. So who is capable of producing a product like this and taking a bite out of the £500m nuts, seeds and dried fruit market? Loyd teamed up with Sun Valley and turned to Principles Agency to carefully design the packaging. Dovetailing neatly into the existing range, it is now rolling out into supermarkets and a supporting press campaign, also a Principles Agency creation, is planned for later this year.
09.2007
Simply Be takes off the runway
High fashion hits the catwalk in Simply Be's stunning launch of its new Autumn Winter 07 collection.
High fashion hits the catwalk in Simply Be's stunning launch of its new Autumn Winter 07 collection. Aiming high to deliver market-leading conversion and order rates both online and off-catalogue and maintain and inspire existing customers, the commercial's creative is designed to be flexible to update new fashions and messages as they hit the catwalk. Two models capture the brand personality perfectly whilst giant projection screens alternate between organically growing graphics and showcasing products in close-up.
09.2007
A perfect start and finish for Ronseal
Famous for doing exactly what it says on the tin, Ronseal are now doing it on t'internet with banners for the first time.
Famous for doing exactly what it says on the tin, Ronseal are now doing it on t'internet with banners for the first time. We're boosting the Ronseal brand's online presence with a campaign for their 'Perfect Finish' stains and varnishes. A suite of eye-catching banners including animated MPUs, leaderboards and skyscrapers give neat demonstrations of the product working in situ on ITV.com and Hotmail. A rather nifty nail varnish concept targets female audiences on Handbag and GMTV online.
12.2006
Colourful iron advertising
Our immaculately turned out new TV ad for the Russell Hobbs Thermocolour Iron.
Our immaculately turned out new TV ad for the Russell Hobbs Thermocolour Iron shows how it intelligently changes colour when it's at the right temperature to iron different types of fabrics safely.
At the outset we conducted a series of research that exposed a lack of consumer understanding about the product/consumer benefit as there had been little marketing activity at launch. To iron out the creases in our consumers' minds, it was clear the proposition behind the product was strong but the consumer benefit needed to be explained. A large pile of concepts were then put into research and the 'Blindfold' idea really struck a chord with the ironing fraternity.
The blindfolded woman who is identifying a variety of fabrics on a table by touch. She correctly identifies the different items of clothing by fabric, removes her blindfold then irons the different items using the Thermocolour iron's correct settings. This shows that even if you know the different fabrics of your clothes inside out, with the Thermocolour Iron you can see when it's ready to iron the correct fabric immediately.
12.2006
Delivering a knockout ad for George
This December sees the launch of a mean, lean new TV campaign for George Foreman's Lean, Mean, Fat Reducing Grilling Machines.
This December sees the launch of a mean, lean new TV campaign for George Foreman's Lean, Mean, Fat Reducing Grilling Machines.
The brief was to educate existing users and introduce new users to the many benefits of the grill which delivers great tasting healthier food in minutes plus promoting the feature of the easy to clean removable plates.
Interestingly initial research highlighted gaps in the consumer's interpretation of the grill, with the product being seen as something that you simply cook your sausages and burgers on.The task was to shift this mindset and clearly communicate the benefits of the grill and its versatility by re-engaging and educating the consumer.
The ad features George set against a fresh backdrop highlighting the sleek look of the latest grilleration product while capturing the persona of the grill and its important role in promoting convenience and healthy eating. George also shows the wide variety of different foods that can be cooked on the fat-reducing grill.
12.2006
How do you catch new cod liver oil customers?
We recently created a fresh new TV advertising campaign for Seven Seas' Cod Liver Oil (Omega-3) supplements.
We recently created a fresh new TV advertising campaign for Seven Seas' Cod Liver Oil (Omega-3) supplements.
Our brief was to develop a new, distinctive positioning for Cod Liver Oil, based on its high content of Omega-3 - an essential fatty acid which is found naturally in oily fish and is known to have many positive health benefits.
During the development of the creative for the campaign we carried out research to establish how far the general public were aware of the benefits of Omega-3. We concluded our core objective was to educate the target audience to the benefits of cod liver oil and its overall role in well-being.
The concept behind the ad stems from the original source of cod liver oil and the health benefits it delivers. Based on the strapline "The Big Fish in Omega-3", the ad features a large friendly cod which swims around and helps people, essentially mirroring the product's benefits. Gryff Rhys Jones was selected as the voice-over providing an instantly recognisable persona.
08.2006
Sun Valley Snacks
Sun Valley Snacks launch brand new 'Pretz' brand and extend the successful 'You Are What You Eat' snack range.
Principles greets You Are What You Eat - Building on the success of the recently launched You Are What You Eat 100g nut, fruit and seeds mixes, Sun Valley Snacks, in partnership with Celador, have again handed the packaging brief to Principles Agency for extending the range to a 40g format. Underpinned by the values of the smash-hit book and Channel 4 TV show, Principles' brief was to develop a packaging design which positioned the product as a healthy and convenient alternative to crisps and other less healthy snacks. The range extension has already been snapped up by a number of high-profile retailers including ASDA, Co-op and Esso Forecourts and is currently the only product on the market which has been approved to meet the stringent new Government Healthy Eating In Schools white paper guidelines.
Principles gets Pretz - We recently landed a savoury brief from Sun Valley Snacks, in the shape of brand development and packaging design for a new flavoured pretzel snack, 'Pretz'. Aimed at the 11-16 year old market, with an eye on big kids everywhere. Principles' eye-catching, quirky designs and the tasty fact that Pretz contain less than half the fat of standard crisps has led to listings by many of the major multiples.
08.2006
Retail Therapy Thursday
To promote Leeds City Centre's retail and entertainment offering and increase consumer traffic.
In a bid to promote Leeds City Centre's retail and entertainment offering and increase consumer traffic, Leeds City Centre Management briefed us to develop a campaign to communicate to consumers that the shops are open in the centre of Leeds every Thursday evening until 8pm.
Research revealed that 76% of residents and 65% of workers would visit the city centre after 5pm for shopping followed by other leisure pursuits such as going out for a meal or going to the cinema.
A clean, clear, high fashion execution has appealed to residents and workers and raised awareness of an initiative which is helping Leeds position itself as more than a daytime retail destination. One of our biggest challenges, with the shift towards online shopping is to continue to drive consumers to the high street and this direct communication with consumers via a multimedia strategy is a great way to start. It has been a fantastic opportunity for us to demonstrate an in-depth understanding of this ever changing marketplace and apply RealWorld tactics to drive response. Media includes 48 sheets, press, radio and ambient until February 2007.
08.2006
Ever tried getting children to eat vegetables?
It's not easy. Or convincing mums that frozen food can be nourishing? That's no walk in the park either.
It's not easy. Or convincing mums that frozen food can be nourishing? That's no walk in the park either. Our work to launch Grassington's Food Company - an exciting new entrant into the frozen market and part of Northern Foods - has proved that both are possible.
We carried out a 6 month brand development and innovation programme building on the key insights that busy mums wanted an easy way to feed their family proper food- especially vegetables more often and that there is a real hunger for product innovation. A series of consumer-informed creative workshops and strategy sessions developed potential brand territories, names and NPD concepts.
The result was Grassington's Food Company launched into major multiples in January with a range of great tasting everyday vegetable options prepared the Yorkshire way - all goodness and no fuss. Grassington's is now firmly established as a top brand in UK frozen food and has featured extensively in the media as a great example of consumer-driven brand innovation.
