To develop a 20 second TV ad for O’Donnells using the footage captured in the Taste Above All Else shoot. The primary role of the brand communication strategy is to drive differentiation between O’Donnells versus Keogh’s whilst supporting and driving O’Donnells Core range and new O’Donnells Furrows.
O Donnell’s Crisps – 20 sec Television Advert
This is about Ed, going to the ends of the earth, to find the very best; in flavours, ingredients, craftspeople, machinery, and cooking methods. It’s his impassioned search for the very best of everything. He turns over every stone. Interviews people like it’s the X-Factor. Tastes hundreds of cheeses and studies their origins (by eyeballing cows). Stands in the wild, crashing waves, just to experience the quality of salt. Steals apples from the orchards in the dead of night, to ensure he’s getting the best apple cider. Experiments in his own lab
(amidst mini-explosions and mishaps). And tirelessly, and obsessively, hand picks the best of his potatoes, to guarantee only the best are used.
Ed O’Donnell is the king of taste, he is the ultimate tastemaster.
Because it takes this much dedication, to make Ireland’s favourite hand-cooked crisp. The feverish pride
in each ingredient and the insatiable desire to get it – not just right, but perfect each time. That’s the O’Donnells way. Perfection is a way of life. It’s been that way for seven generations and it’s not going to change now. And the family motto ‘Taste, above all else’.