John-West-Fiery-Range

Cummins&Partners and John West have launched a campaign for the new Special Edition Fiery Range fronted by an unlikely celebrity chef – the brand’s much-loved mascot, their Kodiak bear.

The Lunchtime Social Feed sees ‘Chef Bear’ prepare four recipes, with the kitchen mayhem producing results that only a wild animal could achieve.

Says Ryan Willett, Brand Manager, Simplot Australia: “This is a very competitive category and with social feeds dominated by cooking videos, using our biggest brand asset to create some cut through made a lot of sense”.

“The idea is very simple. People like watching cooking shows and people like wild animals. We combined the two with some pretty entertaining results”, adds Ben Couzens, co ECD Cummins&Partners Melbourne. “And with nearly 2 million eyeballs on these films in just one week, it has struck a chord. Oh and no animals were harmed when filming…. just a couple of avocados”.

The Lunchtime Social Feed continues across Facebook, YouTube, digital and johnwest.com.au

By Campaign Brief