With the aim of getting a younger demographic on board, the new campaign, created by Lucky Generals, has been designed to highlight the product’s versatility in terms of cooking styles for a more food-conscious generation.
Directed by Jocelyn Anquetil at Pulse Films, the soundtrack has been composed by The Hogan to evoke the famous Crisp ‘N Dry earworm of the 80s and 90s and – hopefully – stick in consumer’s heads.
Launching from yesterday (6 May), the ad will roll out across all major TV channels, with Wavemaker acting as media agency.
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“Crisp ‘N Dry isn’t just for deep frying, it’s a versatile kitchen companion that can be used for anything from basting and roasting, to baking and frying or any other kitchen-based ‘ing’,” said Crisp ‘N Dry head of brand Nikki Comiskey.
“This campaign dramatises that versatility, helps us own the oil category and brings the famous ‘n to a whole new audience of home cooks. The song will also get stuck in your head, just like a certain song from the past.”
Lucky Generals creative directors Nick and Lee said: “Crisp N’ Dry used to be synonymous with fish, chips and a sheet of kitchen roll… nothing wrong with that, but there’s loads more you can do with Crisp ‘N Dry, the possibilities just go on ‘n on ‘n on…”
“We took their iconic ‘N and hero-ed it, to create a song that articulates this in a way that will stick in people’s minds and hopefully make them smile too.”
Wavemaker regional managing director Emma Slater added that the campaign “elevates the usage occasions for Crisp ‘N Dry and takes advantage of bespoke environments where the personalist of the brand can shine ‘n shine.”
