Anathoth Farm launches NZ pizza sauce campaign via MetroEXP

AUCKLAND, Tuesday: Westhaven agency MetroEXP has designed Bellissimo, a new campaign focused on reach and driving awareness, for Anathoth Farm jams and pickles.

Now, in the South Island, Anathoth Farm is using its batch-made techniques to create a new range of chunky pizza sauces using NZ tomatoes.

Featuring the simple ingredients that make these pizza sauces ‘Bellissimo’, MetroEXP’s campaign includes a 15s video to live OnDemand, short-form animations for social and stills for print.

Senior business manager at MetroEXP, Beatrice Bearne, says: “Why shop Italian-made when you can get the best home-grown pizza sauce right here in New Zealand? This was the sentiment for our entire brand campaign and how we’ve brought this new Anathoth Farm Pizza Sauce Range to life!

“Taking the traditions of Italy and the heritage of a great New Zealand brand, we think this new pizza sauce range is just what Kiwis are looking for and are excited to have launched a campaign to support the launch and to drive awareness of the new range. 

“The campaign is heavily weighted to digital media, so we are excited to see how it performs.”

Available in three delicious pizza sauce flavours (New Zealand tomato & capsicum, NZ tomato with chilli & NZ tomato with herb), the new campaign uses tongue-in-cheek references to Italian-made methods with simple graphics that highlight the ingredients and heritage brand.

Anathoth Farm senior brand manager James Cheape, says: “We have been experts in making jams & chutneys for over 30 years; it was time we expanded our brand presence on shelf, so identified a gap in the pizza sauce category for a simple NZ-made pizza sauce using NZ tomatoes, so we have launched a range of great-tasting pizza sauces.

“For our team, it is imperative to showcase that everything we create comes from our strong heritage and traditions using simple ingredients, which is why we love to work with MetroEXP – they understand our brand, and that’s exactly what they have done with this campaign.

“The campaign is heavily weighted to digital media, so we are excited to see how it performs.

• View the 15s OnDemand video below

CREDITS

Client: Anathoth Farm
Senior Brand Manager: James Cheape
Managing Partner: Penny Woulhuter
Senior Business Manager: Beatrice Bearne
Agency: MetroEXP
Creative Director: Susan Young
Copywriter: Amelia Petrovich
Editor: Sophie Mossop