Noble Rise, a George Weston brand of bread in Australia, is being relaunched with a tongue-in-cheek advertising campaign, Bland Aid. It’s a light-hearted tribute to Band Aid, the British/Irish charity music campaign headed up by Bob Geldof and Midge Ure in 1984.
According to the Bland Aid YouTube channel, Bland Aid is about more than just great tasting bread. It’s about taking a stand against bland. This cause has united some of the most influential musicians of our time to celebrate flavour and spread the word: Noble Rise is ushering in a new era of flavour. Soul singer Honey Carter, Berlin’s ambassador of bass DJ Ousbach, hip hop artist Lil Pip and the Virgin Olives, Sir Ken Dix and the Smoking Peppers.
These musicians, united in their passion for putting an end to blandness, have been brought together by Noble Rise for the Bland Aid cause. Together they support Noble Rise’s cause by adding flavour to peoples’ lives the only way they know how…
Click on the image below to play the Introductory video in YouTube (HD)
The campaign involves a series of 30 second TVCs supported by a national poster campaign showing the new range of Noble Rise bread, five new and interesting flavours providing consumers with something different than the norm everyday to suit their changing tastes.
The mission to provide something different and innovative has filtered through to all elements of the relaunch – from the newly designed paper packaging, to the use of new large format poster sites with the sampling happening alongside, to running the campaign website on a YouTube channel. All parts of the campaign work together to communicate the campaign theme of Take a Stand Against Bland consistently and in a way that is unique for the category.
Bronwyn Heys, Noble Rise Marketing Director, said: “We wanted to create a campaign that would really grab consumers’ attention. The new Noble Rise bread range is exciting and fresh so we wanted to reflect this innovation in our advertising and invite consumers to join Noble Rise in taking a stand against bland. We felt it was time to make a change and deliver our consumers what they’re asking for, which this new range will do. The Bland Aid campaign and multiple channels we have utilised including, TV, outdoor, PR, online and sampling will ensure we reach them in the right way.”
The Bland Aid campaign was developed at DDB Sydney by executive creative director Matt Eastwood, creatives Matt Knapp, John Dowling, Charlie Cook, Simon Johnson, planner Russ Mitchinson, channel strategist Nick Andrews, business management team Emma Burn, Jen Mather, Laura McCarthy.
Matt Eastwood commented: “Noble Rise has undergone a complete change and has been a refreshing brand to work with. We have worked with the concept of taking a product which genuinely offers something new and interesting and creating a greater cause that it represents – the fight against bland, which we have demonstrated through a fully integrated campaign.”
Music was composed and recorded at Nylon Studios, Sydney.