Peruvian Supermarket Brand Bell's Fun Food Theories Solve the Answers to Good Prices
Fahrenheit DDB has launched a TV campaign of three ads for Bell’s, the own-brand of Plaza Vea Supermarkets. Bell’s is recognised for having great products at a good price, but how is that possible? The campaign tries to solve that question with some fun and crazy theories.
From implying that the price is an accounting error to saying that the CEO is a child, the ads offer different possibilities to justify how Bell’s can have good quality products so cheap.
The campaign is currently running all over the country and it’s being complemented with social media content and OOH.
With more than 100 stores nationwide, Plaza Vea Supermarkets is the largest chain in Peru. It’s recognised for offering low prices every day for every Peruvian. And during these pandemic days, they acknowledge that people’s economy has been affected and that’s why, for the first time, they decided to communicate their own label brand: Bell’s, which is presented as a cheaper and good quality option.
The production was shot remote in three days of filmmaking. Directed by Eduardo Guitérrez of 7Samurai Films, the proposal was to have fun but without losing the appetite appeal that these types of products need.
“It was a challenging campaign for us, because we didn’t want it to be a classic product ad but in some way the brief told us it has to be like that. We’re very happy with the result and the most important thing is that is getting a great response from people” added Alonso Castillo, creative copywriter of Fahrenheit DDB.
Client: Plaza Vea Supermarkets
Media: TV/Digital Content
Agency: Fahrenheit DDB
CEO/Partner: Alberto Goachet
CCO/Partner: Ricardo Chadwick
ECD: Sergio Franco
Art Director: Joe Almeida
Copywriter: Alonso Castillo
Agency Producer: Vanessa Díaz, Andriette Helm
Production Company: 7 Samurai Films
Director: Eduardo Guitiérrez
Category: Dairy , Food
Genre: Dialogue , People