The Natural Confectionery Co has launched a new campaign for its Dinosaurs range.
According to the company, ‘The Dino Pack’ campaign features the brand’s most distinctive and colourful assets, The Natural Confectionery Co Dinosaurs, and the characters on the pack star as Greg the Stegosaurus, Bronte the Brontosaurus and Rex the T-Rex. There’s also a special appearance from Steve the Snake.
The campaign is aimed at resonating particularly with adult consumers, who represent a large segment of the overall category’s market. It tells the story of three dinosaur friends gathering in the kitchen, as Greg the Stegosaurus unwittingly turns ‘carnivore’ thanks to a pack of The Natural Confectionery Co Dinosaurs he finds delicious.
“We found that people – regardless of age – enjoy lollies because they’re a fun treat,” The Natural Confectionery Co Senior Brand Manager Ashely Barton said.
“We think this campaign is a real opportunity for us to connect with them, while also reinforcing our functional message of no artificial colours or flavours.
“Adults need a little more fun in their lives, so we have made a strategic decision to target these consumers, using our dinosaur characters from our packs that everyone knows and loves.”
The campaign features TVC and online content. The first TV spot, titled ‘Herbivore’ is now live in Australia and New Zealand.