Food Lover's Market celebrates the festive season with new campaign and a cookbook
Here, Lisa Currey, MD of Hamiltons In Creative Company (Food Lover’s Market’s advertising agency), shares more about the vision behind the ‘Too good to resist’ Christmas campaign and the store’s second cookbook.
What was the inspiration or vision behind the campaign?
Hamiltons In Creative Company was responsible for all the elements of the campaign, including the very emotive and heartwarming television commercial, which was shot by the in-house production crew.
This year, Food Lover’s Market has added a whole bunch of delicious food items, including gourmet roasts and luxury baked goods to the festive offering. The idea behind the campaign was that when you saw all this mouthwatering food, you just wouldn’t be able to resist taking it all home with you.
We wanted a heartwarming story that people could relate to, to get them in the festive spirit and inform them about our new range.
For the television commercial, we translated our ‘Too good to resist’ concept into a fun story about Santa delivering gifts on Christmas Eve, just to be tempted by a Festive spread featuring all the items from our brand-new festive range.
After overindulging in the decadent feast, Santa then falls asleep and fails to deliver the rest of his gifts. When the kids wake up on Christmas morning, they are at first flabbergasted that there are no gifts under the tree, but then they see Santa snoring on the couch and they are overjoyed.
What do you hope people get out of these ads?
We were aiming to create awareness that Food Lover’s Market has launched a new Christmas range and that it's the ultimate Christmas destination this festive season.
Where did the idea for the cookbook come from?
Brian Coppin, CEO of Food Lover’s Market, wanted to give something back to the loyal Food Lover’s Market customers who have supported us throughout the years. Food Lover’s Market customers are mostly foodies who love to cook, so Brian came up with the idea of compiling a cookbook with simple, yet delicious recipes.
Not only is it a great Christmas gift from Food Lover’s Market to their customers, but it also showcases the incredible variety of fresh summer produce on our stores and how to utilise it in your cooking.
Is this the first time you have decided to publish a cookbook?
No this is the second cookbook. The first one was called Love & Food and was published a few years ago.
Who was responsible for putting it all together?
Again, Hamiltons In Creative Company was the driving force behind the book. From recipe development, through to styling, photography and design, the team worked tirelessly to ensure that we made the tight deadline, ensuring the book was in-store in time for the holiday rush. Of course, they had to share some tastings as they went along, and it was all delicious!
Stylists Lichelle May and Lorena Gastaldi were responsible for developing the recipes, while senior designer Carmen Nettleton was tasked with the layout. The recipes were brought to life by photographers Zhann Solomons and Jess Turner, while copywriters Ryno Steyn and Daniel Kemp made sure each chapter had an enticing intro.
Jarrod Ford did the finishing art, and lastly, the project was overseen by creative director Paula Beck and group account director Nicole Botha.
Follow Food Lover's Market on Facebook, Twitter or Instagram for updates and festive specials. You can also check out Hamiltons In Creative Company by visiting their website or by following them on Facebook.
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