Children obsessed by their favourite foods are being featured in a
new print campaign by Findus to promote its Crispy Pancake range of
meals.
Mothers with young families are the target of the advertising produced
by Grey Worldwide, London. The work shows images of children with their
faces painted with their three most frequently eaten meals - sausages
and eggs, beef burgers and pizzas.
The ads, which carry the strapline 'Give the kids a break', will run
from the end of this week in titles such as Best, Bella, TV Times and
Women's Own, as well as appearing on supermarket trolleys, the first
time the medium has been used by Findus.
The advertising is part of an effort by Findus to re-establish itself
after parting company from its Nestle parent at the beginning of last
year.
Nestle, which sold the brand to the Swedish investment company EQT, had
planned to phase it out in favour of its Crosse & Blackwell brand in the
UK. Grey was appointed to handle Findus' pounds 10 million pan-European
account in March last year.
John Bacon, the Grey creative director, said: 'The ads demonstrate the
saying that 'if you eat enough of something you'll start to look like
it' in a humorous way.'
The ads were written by Lee Brook and art directed by Juliette Share.
Media planning and buying is being handled by MediaCom.
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