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Discovery Foods develops press ads for two-step fajitas product.(Brief Article)
Discovery Foods is investing pounds 1 million in its 'two-step' fajitas product in a campaign through Hooper Galton.
Two press executions build on the theme that Discovery Foods' products are healthier than those of its competitors, and reinforce the message its fajitas do not use artificial flavourings.
Discovery Foods' main competitor in the Mexican food market is Old El Paso, and this is the latest attempt to topple the company from the top spot. One campaign execution announces: 'Wow! Apparently there's a chemical that tastes just like lime - call us old fashioned, but we think lime tastes just like lime ...' The second reads: 'You are not an astronaut - only eat fresh food.'
The work is the first for the brand to break from the agency that saw off competition to win gold at the Campaign Press Awards last month for its 'age of terror' ad for Discovery Networks Europe.
The media strategy was planned and ...
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