Walkers were also involved in the above the line advertising for this campaign. The campaign was rolled across outdoor; 48 sheets and 6 sheet advertising. The result was their biggest campaign with ad space booked across the country.  This was a challenging but ultimately very rewarding campaign which allowed our designers to have a lot of fun bringing the character Peter Rabbit to life within the Mash Direct fields! 

Walker Communications were employed to combine the assets; tying the movie with the core image of the Mash Direct brand; adhering to Sony’s brand guidelines. Using the Sony assets, we created an animation that saw Peter Rabbit running through the Mash Direct field holding his favourite pack - obviously mashed carrot & parsnip!

Pr2
Pr1

The secondary message of the campaign was the competition they ran to encourage the product purchase. The prize; a free holiday in the South of France worth £10,000! This was to be promoted on specially designed packs with a design on the reverse of the sleeve. This competition was across 10 product packs which all required the same design concept, but applied to the different cutter guides required to make each pack unique. 

Mash Direct - Peter Rabbit
Mash Direct - Peter Rabbit
Mash Direct - Peter Rabbit
Mash Direct - Peter Rabbit

The campaign was also rolled out through press ads and digital advertising. Some particularly fun parts of the campaign were the social requirements as we created videos with Peter Rabbit dancing and a fun ‘360° photo’ for Facebook where users could search round the Mash Direct farm to find Peter and his friends.

PETER RABBIT™ & © FW&Co. PETER RABBIT™ Movie © 2018 CPII All Rights Reserved.