Developed by McCann Erickson Manila, the campaign aims to raise the profile of the cream product, which is a culinary staple for baking and is popular with consumers for its versatility.
“For years, Nestlé Cream has been the dominant market leader, communicating fruit salad preparation and other recipes to consumers.
“For years, Nestlé Cream has been the dominant market leader, communicating fruit salad preparation and other recipes to consumers.
“While these have successfully sustained brand equity and grown product sales, Nestlé Philippines decided it was time to do something different,” said Laura del Rosario-Dorotheo, group account director from McCann Erickson, Philippines.
“We needed to feature a fruit salad, which is the number one application for the product, in a fresh and interesting way.”
‘The Offering’ TV spot, which will run this month, portrays a grieving widow standing at the foot of her loved one’s grave.
She lights a candle and lays a tub of salad, presumably the favourite food of the deceased, before leaving.
The woman then spends a day out in the town running errands before arriving home to find the same tub of salad she had offered, laying on her dining table. As she’s scared stiff, the tag - ‘You should’ve used Nestlé Cream’ comes on, to override the eerie theme of the spot in a satirical manner.
Since the ad campaign’s launch, Nestlé claims to have recorded a 28 per cent jump in sales of its cream brand.