Ad Nut
Jan 17, 2019

Online grocer deploys flying fish in bid for 'Freshness recognition'

The Secret Little Agency provides a fresh approach to grocery-store advertising.

Singapore online supermarket RedMart has launched a campaign through The Secret Little Agency, which won the business in July. 

Freshness Recognition (FR)’, aims to give the grocer cred for its skills in sourcing, selecting and delivering fresh food. The three ads, which will run through Q1 in digital, social and cinema, have a bit of fun imagining some of the far-out lengths Redmart goes to. Ad Nut is presenting the spots in descending order of Ad Nut's favour: a long-distance zipline for fish, a tomato launcher (which is fun even though we've seen food and cannons before) and a sharp-nosed inspector who removes bad apples from the supply chain with extreme prejudice.

Attentive readers may wish to call Ad Nut to task for hypocrisy. How can Ad Nut like this campaign, when one of the ads Ad Nut decried most vehemently last year—swearing was involved—was also a somewhat whimsical product demonstration (see "Jenga in a moving car? Please.").

Ad Nut submits that the 2018 example, an ad for Indian tyre maker MRF by Lowe Lintas Bangalore, purported to be a real demonstration, or at least was much closer to possibly being a real product demonstration, than the clearly outlandish scenarios in today's campaign for Redmart. In effect, Ad Nut now realises that the 'uncanny valley' effect may apply to demonstration-style ads as well humanoid robots. Anything that's totally realistic is fine. Anything that's completely unrealistic is also fine. But in the middle is a gray area where people (or at least squirrels) may turn away in disgust.


Client: Redmart
VP Marketing: Jean Thomas
Marketing Manager: Tina Tan
Creative Agency: The Secret Little Agency
Production House: The Sweet Shop
Director: Simon Cracknell

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.



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