Principles Agency

07.2008

Fruitus goes wild for its re-launch

Fruitus goes wild for its re-launch

Monkeys, fruit bats and mouth-watering snacks produce a tasty re-launch for Fruitus. Boasting newly-designed packaging and four seriously fruity flavours.

Monkeys, fruit bats and mouth-watering snacks produce a tasty re-launch for Fruitus. Boasting newly-designed packaging and four seriously fruity flavours, Fruitus hit the shelves in March with a media and creative campaign running alongside.

In a sector with enough snack bars to shake an apple tree at, the resulting communication needed a unique creative execution. The campaign ran in the national press for four months and depicted animals in their natural habitat eschewing their usual fruity morsels in favour of these flavoursome organic fruit and moist oat bars. And with a whole portion of fruit in every bar or bag of bites, Fruitus makes for one scrumptious snack.

07.2008

Ronseal branch out with new Eco range

New Ronseal Eco cares for the wood in your home and looks after the roots it came from. The campaign features Ronseal tins existing harmoniously in woodland scenes.

New Ronseal Eco cares for the wood in your home and looks after the roots that it came from. Months of extensive consumer research identified a new growth area for Ronseal in the environmental sector. The resulting integrated campaign for this range of eco-friendly woodcare products features Ronseal tins existing harmoniously within woodland scenes. Accompanying text reinforces the performance aspect of the range and clarifies that while it still does exactly what it says on the tin, what's in the tin is now better for the environment. An additional campaign offers consumers the opportunity to turn their tins into trees, with Ronseal pledging to plant a tree for every tin registered online.

The launch utilised every division within the Principles Group, including Brand Planning, Strategy, the Agency, Media, Fusion and MadeByPi, as well as organising a pitch for the PR opportunities.

07.2008

Taking the wheel with motors.co.uk

A new integrated campaign for motors.co.uk puts consumers firmly in the driving seat. Spanning press, outdoor and TV, the campaign aired throughout 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.

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.

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: the sexy side of snacking

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.

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 Ł500m 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

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

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?

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

Two savoury briefs from Sun Valley

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?

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.

03.2006

12 households. 6 months. 110 hours of footage

12 households. 6 months. 110 hours of footage

What do consumers really think about food? If you're in the food industry, don't miss these extraordinary insights.

What do consumers really think about food? If you're in the food industry and actually knew that, you'd never be off the front page of The Grocer.

Over six months, RealWorld Project: Food infiltrated a dozen homes to gain real insights into people's relationships with food. Likes, dislikes and profound thoughts on everything from prices and value to food retailers and brands.

Involving over 110 hours of video diaries and brand snapshots of their food cupboards, fridges and freezers, RealWorld Project: Food was supported by six in-depth interviews in which findings to date were discussed with respondents to develop extra layers of understanding and insights along the way.

RealWorld is an approach we bring to all our clients. It uses our own proprietary research methods to really understand customers' genuine needs. Real people. Real habits. Real insights. When our planners apply these insights to briefs, then hand them to creatives, you get strong executions that really do work.

To find out more, call Emma Sanderson or Richard Dudleston on 0113 2262222.

03.2006

Two that are really easy to swallow

Two that are really easy to swallow

Two lively new commercials for Seven Seas' new JointCare and Multibionta Activate ranges.

Our two new TV commercials for Seven Seas are producing healthy sales for a client that we've already helped command a 60%+ share in the Cod Liver Oil market*.

First up: Seven Seas JointCare. 'Everybody needs healthy joints' and this extensive range of five different strength glucosamine-based products provides extra joint repair benefits. Last Autumn's campaign produced year-on-year sales increases of over 20%. So it's no surprise that by the close of 2005, it was the established brand leader with 35% share of the Joint Health Market*.

Multibionta, with its probiotic benefits, is a unique product that made a huge impact in a static multivitamin market. When the commercial for new Multibionta Activate hit screens in October 2005, it sent a second shockwave. It was no surprise as research showed that a Multibionta with additional energy ingredients, including ginseng, would widen appeal to both male and female consumers in the key 25-45 age group living hectic lifestyles in urban environments. Result? Multibionta Activate grabbed 2% of the massive multivitamin market*.
*Source: IRA (HBA outlets)

03.2006

How exactly do you do it?

How exactly do you do it?

Ronseal is now giving 'aspirational starters' the confidence and know-how to get fantastic results with two inspiring new brochures.

Ronseal does exactly what it says on the tin. But for many 'aspirational starters', research showed they've neither the experience or confidence to apply it. Our objective was to drive these people to woodcare and specialist paints fixtures by making the category simple to understand, approachable, relevant and inspirational, whilst ensuring Ronseal is seen as the authority on performance finishes.

Creating separate Indoor and Outdoor brochures enabled us to take a brand steeped in tradition, retain its straightforwardness and efficacy and merge specialist and woodcare ranges. Using real people and showing real projects, before and after, step-by-step, in real yet aspirational homes - even the complete novice feels they can realistically transform their home. Real rooms, not room sets, using wood as an accent to add warmth, seem to have really struck a chord with consumers.

10.2005

New York, Milan, Paris, Stockport

The latest Simply Be ad to hit screens this summer is full of glitz and glamour and reflects the new autumn and winter catalogue shoot.

The latest Simply Be ad to hit screens this summer is full of glitz and glamour and reflects the new autumn and winter catalogue shoot which took place amongst the sights and sounds of New York City.

The warehouse was found in that Mecca of filming locations, Stockport, and with the help of some funky Big Apple imagery and an eager dog who we helped on her way to fulfilling her dreams of making it big in the movies.

10.2005

China that breaks the rules

China that breaks the rules

Traditionally Denby has been famous for its stylish and durable stoneware so its venture into the china market represented a major milestone.

Traditionally Denby has been famous for its stylish and durable stoneware so its venture into the china market represented a major milestone in the company's 190 year old history.

We were briefed to come up with an approach which would shake up the old fashioned China market and at the same time linking 'Denby with a love for food'.

The winning 'Kiss' was carefully chosen from a wide selection kindly supplied by the ladies (and some of the more open minded-chaps) at the agency and the campaign is running across press titles including BBC Good Homes, Ideal Home, Marie Claire, Brides and OK Magazine.

10.2005

A campaign for the better treatment of fences

As the woodcare market leader Ronseal has launched a range to build on this success by launching their easy to use 'Applicators'.

As the woodcare market leader Ronseal has launched a new range to build on this success by launching their range of easy to use 'Applicator' products that deliver superb performance. The applicator pads allow DIY'ers to achieve excellent results without all the hard work and mess involved with the traditional brush method.

Because the campaign needed to hit screens during the peak Easter DIY season we needed to achieve a green lush garden in the middle of winter so we had to meticulously recreate a garden in the confines of the studio. The campaign has generated in excess of Ł2 million of consumer sales and been instrumental in the 25% growth in the fiercely competitive Water Based Treatments market in which Ronseal have retained a market share of 23%.

05.2005

Getting Yorkshire turned on to water

Getting Yorkshire turned on to water

For their first TV commercial for many years, we recently helped Yorkshire Water inform their customers they were about to receive a customer guide in their next bill or statement.

For their first TV commercial for many years, we recently helped Yorkshire Water inform their customers they were about to receive a customer guide in their next bill or statement. Because water is something we all take so much for granted, there seemed an opportunity to remind people of all the hard work that goes into ensuring Yorkshire has some of the best quality water in the country.

With the help of the model, celebrity and dedicated Yorkshire water drinker, Nell McAndrew, the ad tries in a friendly and entertaining way to educate the consumer about the value of what Yorkshire Water do and the value for money they receive.

05.2005

JD Williams summer fashion ads

Girl plus girl plus girl & You

To promote the launch of the spring and summer catalogues, we have produced two new commercials for two of JD Williams biggest brands, Simply Be and Fifty Plus.

To promote the launch of the spring and summer catalogues, we have produced two new commercials for two of JD Williams biggest brands, Simply Be and Fifty Plus.

Girl plus girl plus girl

The Simply Be brand is all about inspiring customers by offering a look for every occasion so using one model gave us the chance to show the range of fashions with a funky twist. Currently the ad is achieving results above forecast.

You

The task was to continue to build the profile of the Fifty Plus brand as the essential fashion choice for the over fifties. And very fittingly, Fifty Plus is achieving results 50% above forecast.

05.2005

Hunter - A giant leap for wellies

A giant leap for wellies

Hunter is a legendary name in the world of Wellington Boots and we have produced two new brochures to help launch their exclusive country sports clothing range.

Hunter is a legendary name in the world of Wellington Boots and we have produced two new brochures to help launch their exclusive country sports clothing range.

The first brochure is a detailed technical guide while the second main brochure features reportage style photography shot in Strathclyde in Scotland, which happily obliged in supplying some very atmospheric weather.

Featuring specially commissioned illustrations, high quality stock and a special leatherette style cover, the overall look of the brochure helps to reinforce the premium nature of the brand.

09.2004

Reloaded Silver Machine the Urban Energiser

Reloaded Silver Machine the Urban Energiser

Research identified that a new generation of young adults weren't aware of the pre-mixed vodka and energy drink 'Red Square Reloaded'.

Research identified that a new generation of students and young adults weren't aware of the pre-mixed vodka and energy drink 'Red Square Reloaded'.

With the challenge of re-invigorating the 'Reloaded' brand and creating a distinctive visual style that reflects the lifestyle and aspirations of our target audience, we produced a TV commercial overflowing with energy.

As well as the fearless performance of the characters on screen, behind the scenes we also had to work within the regulatory framework surrounding the marketing of alcohol - which is rightly demanding, particularly when combined with the energy component of the Reloaded product. In addition to following the letter of the regulation it was also important both to us and the client that the
spirit of the advertising was suitably responsible.

You'll also recognise Hawkwind's 'Silver Machine' which linked in perfectly with the Reloaded silver bottle.

www.redsquareworld.co.uk

09.2004

Serving up something deliciously different

Denby Pottery launch Serve & Couture

Denby Pottery launch Serve & Couture. For starters, we have 'Serve'. The fresh look challenges people's perceptions about the Denby brand.

The Denby Pottery Company launch Serve & Couture. For starters, we have 'Serve'. The fresh and contemporary look and style of this new collection immediately challenges people's perceptions about the Denby brand. Designed to complement the extremely successful 'White' range, our aim was to show how the quirky shapes of 'Serve' could fit perfectly into the lifestyles of people who love to entertain via advertising, point of sale and packaging.

And for the main course, we have 'Couture'. Tailored for people with a taste for the finer dining in life, this collection features delicate fine lines and striking colours.

The 'Dressing for dinner is back' campaign is designed to make 'Couture' the essential tableware accessories of the season.

09.2004

Vidal Sassoon. The head honchos

Vidal Sassoon press ads

To reinforce Vidal Sassoon as being number one in personal hair care products, we produced a new press and changing room panel campaign.

To reinforce Vidal Sassoon as being number one in personal hair care products, we produced a new press and changing room panel campaign.

From fantastic curls to intricately sculpted beards, the various executions feature tiny little versions of the models on the hair that reflect the nature of the products to show how easy and fun it is to get great results yourself with the VS range.

It was the 'second glance' element of the ads that combined the ultra stylish photography with the addition of the tiny people that reinforces the young,
vibrant and effortlessly cool nature of the VS brand.

www.vidalsassoon.co.uk

04.2004

Helping Zoflora clean up

Helping Zoflora clean up

Recently we gave Zoflora a radical spring clean with a fresh new commercial.

In research Zoflora was described as a 'little bottle of magic potion' because of its versatility and the fact that just a few drops added to a bucket of water 'magically' brought the fragrance to life.

So with the simple aim of getting this classic product back on the shopping lists of modern consumers; we created a funky new look and composed our distinctive 'Sorcerer's Cleaner' theme.

The legendary Bernard Cribbins narrates the tale of our quirky little animated hero as he merrily bounces along; demonstrating just some of the many household jobs Zoflora can perform.

04.2004

Girls Just Wanna have Fun

Two new commercials for JD Williams are about to stroll confidently onto the nation's screens.

'Nothing To Hide' turns up the sauciness with a commercial for lingerie brand; Naturally Close. The key message is fashionable; sexy underwear in larger sizes
without compromising on fit and comfort.

'Girl's big day at work' the third of the successful Simply Be DRTV series features extrovert outgoing girls wearing clothes which match their big personalities.

'The Simply Be Girls' reflect the needs of the target audience who love buying clothes and want the latest fashions for work rest and play in their size.

02.2004

Seven Seas cast of thousands

Seven Seas cast of thousands

Abstract text not needed for this story

Earlier this year saw the new all-singing, all-dancing, all-cart wheeling
Seven Seas Cod Liver Oil campaign make a really big splash. Featuring a cast of
thousands, the fresh new ads jump right off the screen, page and bus.

During the period of the campaign sales went up by 21.5% over the equivalent period in 2003 and Seven Seas market share rose from 59% to 67%. Sales of Seven Seas continue to have a spring in their step and remain up by 20% year
on year. As you can imagine, we're head over heels about it.

Fruitus goes wild for its re-launch

Ronseal branch out with new Eco range

Taking the wheel with motors.co.uk

Opening people's eyes to human trafficking

Pretz: the sexy side of snacking

Through the cakehole with Loyd Grossman

Simply Be takes off the runway

A perfect start and finish for Ronseal

Colourful iron advertising

Delivering a knockout ad for George

How do you catch new cod liver oil customers?

Two savoury briefs from Sun Valley

Retail Therapy Thursday

Ever tried getting children to eat vegetables?

12 households. 6 months. 110 hours of footage

Two that are really easy to swallow

How exactly do you do it?

New York, Milan, Paris, Stockport

China that breaks the rules

A campaign for the better treatment of fences

Getting Yorkshire turned on to water

JD Williams summer fashion ads

Hunter - A giant leap for wellies

Reloaded Silver Machine the Urban Energiser

Serving up something deliciously different

Vidal Sassoon. The head honchos

Helping Zoflora clean up

Girls Just Wanna have Fun

Seven Seas cast of thousands