PepsiCo is launching a major ad campaign to support its new premium potato chip brand, Red Sky.
Created by Abbott Mead Vickers.BBDO, the TV ad features the voice of actress, Felicity Kendall and the song, Honey Tree, by a new band called The Mostar Diving Club. The animated ad includes the strapline “From Nature’s Kitchen”.
It launches on Channel 4 this weekend (April 4). Media planning and buying was handled by OMD.
The ad will emphasise the brand’s natural positioning, with the crisps made with 100% natural ingredients. It also claims to be the first to come in paper packaging from sustainable sources and accredited by the Forest Stewardship Council.
Together with TV, the campaign encompasses digital marketing, press, point of sale, consumer PR and major trial activity.
Red Sky is also working in partnership with the charity, Cool Earth, so every 150 gram bag sold triggers ten cubic feet of endangered rainforest will be saved via funding channelled to the organisation.