‘Made of Incredible Stuff’ is the new brand positioning created by SHEDcsc for Vesco Foods’ Super Nature range of snap frozen meals and lunches. It refers to the super food ingredients that are used to create their delicious healthy recipes, and it promotes a positive, healthy image that’s based on substance as opposed to the superficial.
“In a world of Kanyes and Kardashians, we wanted to deliver a strong message that self-belief and self-confidence comes from what you’re made of,” said SHED’s Andrew Tinning. “It’s about what’s on the inside as opposed to just the outside, and that eating healthy even when you’re time poor is a big part of feeling good about yourself and life.”
Tinning said when considering their first brand ambassador to launch the campaign, they just couldn’t go past the incredible Turia Pitt.
“Turia’s story and her phenomenal strength and courage are truly inspirational. She is without doubt made of incredible stuff.”
It is five years since Pitt was badly burned in a bushfire while competing in an ultra-marathon in WA. Since then she has endured countless operations but fought back to being able to compete again.
The national campaign in Australia featuring a simple, powerful image of Pitt and the product launched earlier this month across outdoor in all major capital cities, selected women’s magazines, PR & social media including product specific carousel ads and sponsored inspirational posts.
As well as securing Pitt as brand ambassador, Super Nature became her major sponsor for the recent world iron man event in Kona Hawaii.
“Being invited to compete in what is regarded as the world’s ultimate triathlon is yet another example of the incredible stuff this incredible woman is made of, particularly since she’d been told just a few years earlier that she would never run again,” said Tinning.
Pitt finished the 3.8km swim, 180km bike ride and 42km run in 14 hours 37mins.
Tinning said the amount of editorial coverage and social media exposure at both a national and international level that this element of the campaign has attracted for the brand over the past few weeks had been “nothing short of incredible.”
Source: Campaign Brief