Wall’s launches Bring it on Britain repositioning campaign

Wall’s is launching a new campaign positioning the brand as a producer of “British classics” such as pork pies and sausage rolls. The Bring it on Britain push is the first work for the brand by Saatchi & Saatchi after the agency won the account last year following a 2-way shoot out against the incumbent, Beattie McGuinness Bungay.

The Kerry Foods-owned brand is set to launch a series of documentary-style ads featuring ordinary British people who “possess a Bring it On attitude”. The first television ad, which breaks this week, centres on family who attend re-enactments of Viking battles every weekend, with Wall’s sausage rolls featuring in their day. The campaign uses the strapline Proper Food. Bring it On.

Activity will encompass TV, print, radio and digital as well as a public participation element with which Wall’s hopes to inspire families to further their own passions with the chance to apply (via Facebook) for funding from “Wall’s Bring It On Britain”, a scheme designed to enable Britons to try to turn their lifetime’s passions – no matter how silly – into reality.

Phil Chapman, group marketing director, Kerry Foods says: “Wall’s is about proper food for proper people, food with a bit of fun and attitude”.

This story first appeared on pitch

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