World Headquarters were engaged by Edinburgh agency Guy&Co to create a major new campaign for their client, Britain's favourite potato brand, Albert Bartlett. The brief was to achieve fame by using a celebrity, a partnership or a music track.
We felt that the brand had already been there, done that with the celeb route thanks to its previous ads starring Marcia Cross. We decided that sponsoring one of the big TV talent shows might reach a large audience but would lack genuine relevance and cut-through.
When we hit upon the idea of using James Brown's all-time classic 'Papa's Got A Brand New Bag' we knew we were in the swing. Drawing on personal experience of the joy in cooking up a storm with a teenage daughter, the script quickly sizzled into a delicious concoction of love, music, dance and spuds.
Working closely with Production Company Infinite Content, we signed up Director Caswell Coggins and Choreographer extraordinaire Supple Nam to realise the TVC.
Other campaign elements included radio spots, a press ad, online advertising and social executions.
We're incredibly thankful that our concept encouraged Albert Bartlett to introduce a brand new, fully recyclable bag to coincide with the launch of this campaign. Our new bag saved 92 tonnes of plastic in the first year alone.
Art Direction, Creative Direction