Pitchblack shoots SanitariYUM

AUCKLAND, Monday: Creative agency Pitchblack and its production division Jetblack have crafted a new campaign for Sanitarium cereals range, titled SanitariYUM.

Pitchblack creative partner Liz Richards said: “The campaign features singing cereal bowls, an incredibly sticky sound track and beautifully shot product – all merged seamlessly to create a suite of very distinctive brand assets.

“The SanitariYUM team are always fantastic to worth with, trusting the process to deliver a finished product that’s super playful and a bit different for a crowded category.”

“With Sanitarium having landed its strong health message with the ‘The Health Food Company’ tagline, the new campaign enabled Sanitarium to put the spotlight on the delicious taste of its products, rounding off their health-meets-taste proposition.”

“This campaign highlights both our nutritiousness and deliciousness.”

Sanitarium senior brand manager Anna Antunovich said “Rather than create a different tagline, Pitchblack created a playful way to dial up taste and enjoyment with a simple twist on our name.

“Combined with our health messaging, this campaign highlights both our nutritiousness and deliciousness.”

The campaign leads with online video, TV, and social, as well as out-of-home media including large format digital billboards.

There’s 2 x tvcs – Granola Maple & Raspberry (above), and Super Seeds (below).

CREDITS

Creative Agency: Pitchblack Partners
Production Company: Jetblack Production
Director: Ryan Mansfield

About Pitchblack Partners
Pitchblack Partners is a NZ owned advertising agency. We are a new model, best described as the best of advertising and branding combined with the smarts to make those ideas sing. Pitchblack Partners has grown to an agency of note within the NZ market in just 18 months.

• pitchblackpartners.com