All Gold Tomato sauce has announced the launch of its 'Crammed Full of Goodness' campaign with FCB Joburg. The ad celebrates innovation and product goodness and aims to highlight unmatched quality with no preservatives, thickeners, or colourants.
Developed by FCB Joburg, the TVC unpacks the farm-to-table story of All Gold.
"One of our key strengths as All Gold is our no-compromise approach when it comes to the quality of our products. In telling this farm-to-table story in our latest TVC, FCB showed how only the best ingredients are sourced to deliver a delicious bottle of All Gold," says Tiger Brands' All Gold brand manager Itumeleng Matlare.
The ad illustrates the journey of the best tomatoes as they are:
- being picked
- undergoing associated quality assurance processes
- being bottled
- being driven through to retail, and
- landing on the consumers' plates.
The TVC also underlines All Gold's brand ethos by highlighting the focus on women farmers, who constitute 90% of the 3 000 people employed as seasonal tomato pickers, says the brand.
For the launch of the ad, FCB Joburg created a 360 campaign that is supported by social and digital, PR, print, TV and radio. This included a 30-second TVC flighting across TV and Radio — including a cutdown for digital platforms.
"All Gold is one of South Africa's iconic tomato sauce brands with incredible consumer resonance. When creating the TVC, we sought to imbue the spirit of goodness and enjoyment — a longstanding signature of the All Gold brand that consumers love," concludes Thithi Nteta, deputy managing director of FCB Joburg.
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