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The Three Bears Breakfast Cooking Show for Rowse Honey is a Fabulous New Campaign by BMB


BMB is launching a new campaign for Rowse Honey featuring three modern-day bears: Matt, Joel and Phil.

In response to Rowse Honey's challenge to encourage more people to put honey on their porridge, the agency decided to update the fairytale for a modern audience and create a YouTube cookery show, The Three Bears, with bigger, grizzlier and infinitely more fabulous bears than Goldilocks ever got to meet.

Matt, Joel and Phil are three gay men who identify with the term 'bear', often used to describe large, husky, gay men sporting a lot of body hair.

In the show, The Three Bears live together in a rustic wooden lodge surrounded by nature. Each episode sees them create a delicious new porridge using Rowse honey and follows their hilarious antics along the way.
The campaign launches with three online episodes and a 60 second teaser trailer, supported by Out Of Home, social activity, and a Stylist cover wrap.

Kirstie Jamieson, Marketing Director of Valeo Foods UK said: “BMB tackled the brief of getting more people to put Rowse Honey on their porridge head on. Our Three Bears Breakfast show is the authority on porridge and honey and the simple but tasty recipes offer some charming breakfast inspiration for those dark winter mornings. It is really exciting to connect Rowse with a younger audience in an engaging & relevant way.”

Jules Chalkley, Chief Creative Officer at BMB said: “The Rowse Honey brand is the number one spread in the UK and we wanted a creative idea with the scale and stature to match. We took the very humble business challenge of encouraging more people to put honey on their porridge and invested it with as much heart and passion as we could. The Three Bears is a YouTube based recipe show that dusts down the 19th century fairy tale and sets it firmly in the 21st century. Our ambition is that hopefully it turns into a much bigger entity that plays in to the nations deep love of cookery shows.”

Matthew Lister, who stars in the campaign said: “The gay community is so vibrant and diverse, recently LGBT people have appeared at the forefront of several advertising campaigns. That said, it seems certain groups have been under represented in the media which is why I jumped at the opportunity to feature in The Three Bears. The filming process reminded me a bit of my experience of the Bear community. We arrived on the first day not knowing each other, but everyone was easy going and welcoming. Very quickly the banter and camaraderie between us all developed and by the end we all felt like great mates.”

The Three Bears - Trailer


Winter Survival - The Three Bears - Episode 1



CREDITS
Chief Creative Officer Jules Chalkley
Creative Director Matt Pam & Simon Hipwell
Art Director Jenny Piggott
Copywriter Harry Boothman
Business Director Richard Wilcock
Account Director Ben Clark
Agency Producer Elin Tiberg
Executive Digital Director Ben Lunt
Digital Producer Melanie Lowings
Photographer Clare Lewington
Director/ Production Co Chris Goulder / Bare Films
Producer Jessica Turner / Tim Marshall
Editor Chris Roebuck
Post Production Yoomin Lee and Andy Brown @ Jogger
Sound Design Tom Heddy @ Wave
Typographer Sam Kallen
DoP Chris Clarke

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McDonald’s Gets to the Bottom of the Flat White Mystery in New McCafé Campaign by Leo Burnett London


Would-be coffee drinkers come up against the pretentious coffee market in Leo Burnett London’s new campaign for McDonald’s McCafé, introducing the latest addition to the menu – the Flat White.

Following on from McCafé’s successful brand relaunch last year, this new Flat White campaign is a continuation of the strategy of poking fun at the category. With a mission to demystify and democratise coffee for the masses, it highlights McDonald’s role in the market with its offer of ‘Great tasting coffee, simple’.

In the film, customers are seen in numerous coffee shops trying to get a sensible explanation as to what exactly a Flat White is – only to be met with condescending faces, impenetrable descriptions and nonsense explanations. We start to realise that, in reality, no one knows precisely what a Flat White is.

Finally a sensible definition comes – from a woman working behind the counter at a McDonald’s. ‘It’s like a stronger latte just with less milk,’ she cheerfully tells a customer, who is happy to get to the bottom of the mystery. The ad finishes with the voiceover saying ‘Now at McDonald’s’.

The campaign breaks on 12 February on television, backed by Facebook activity, out-of-home, radio, press, geo-texting and sales promotion vouchers.

Chaka Sobhani, Chief Creative Officer at Leo Burnett London, said: “People seem to have really resonated with our previous campaigns for McDonald’s no-nonsense coffee offering, so it made sense to continue with the same no-nonsense approach when it came to introducing the new Flat White. After all, you shouldn’t need to have a qualification in cocoa bean farming to enjoy a good simple cup of coffee!”

Michelle Graham-Clare, Senior Marketing Manager at McDonald’s, said: “Leo Burnett’s McCafé work has really struck a chord with our customers, who just want a good coffee without the fuss. While the ad is funny and will spark recognition among viewers, at the same time it gives customers confidence, and we see it as a great tool in introducing Flat Whites to our restaurants.”




Film Credits

Creative Agency Leo Burnett London
Chief Creative Officer Chaka Sobhani
Creative Director Peter Heyes
Creatives Gary Lathwell & Liane Dowling, Peter Heyes
Account Team Rosie Greaves (BAD), Jassmine Wixon (AD), Gracie Smith (AM) & Kate Aspinall (AE)
Planning Director Max Keane
Senior Planner Caitlin Morley
Planner Roisin Mulroney
Project Manager/Digital Producer Tim Wilks
Agency Producer Javré Dow

Director/Production Co Tony Barry/Knucklehead
Producer Sara Cummins/Knucklehead
Editor Sam Sneade/Speade

Post Production MPC

Sound Design Wave

DoP Martijn Van Broekhuizen

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