New Farm Rich Campaign, From Agency SCOUT, Gives Parents Permission to Let Go of the Guilt
ATLANTA, Feb. 21, 2017 /PRNewswire/ -- Because in real life, time-starved parents just want to feel good about their decisions, Farm Rich, with agency SCOUT, has introduced its new "Real Life Good" campaign, offering the feel-good foods that help parents let go of the guilt.
The new campaign takes one step deeper into real life family scenarios, exploring parental guilt and poking fun at the questioning that all parents go through. Should I be feeding them kale chips? Should my kids be running marathons, lifting weights, doing yoga by now?
"Parents have a lot of questions and feel a lot of parental guilt. We want to give them permission to do what makes sense for their family and let go of the guilt," said Cheryl Maher, SVP client service, SCOUT. "In this new campaign for Farm Rich, we find the humor in those family moments, to show that real life parenting isn't perfect, and that there are some short cuts you can feel good about."
SCOUT partnered with acclaimed comedy director Bob Rice and Pogo Pictures, to bring the creative to life with super funny comedic timing and talent, using doses of self-deprecating humor during moments inspired by real life modern families. Humorous spots that feature game day fun, soccer moms, and dads taking on the shopping duties all end with the tagline, "There are lots of questions out there. What to feed your family should never be one of them. Farm Rich, It's real life good."
"Our creative campaign for the Super Bowl time period hit the bullseye in terms of strategic insight," added Shannon Gilreath, Farm Rich Director of Marketing. "We've always championed 'real' moms and dads, and for this campaign we wanted to create a funny snapshot of their daily lives. We think SCOUT struck the perfect balance between the daily struggles parents face and the humor that can be found in the desire to let go of some of that parenting guilt and sometimes toss 'perfection' to the sidelines."
The campaign includes spots cut in :10, :15, :30 and :90 versions appearing on hyper-targeted TV, pre-roll, YouTube, and in a new content hub on FarmRich.com.
For a look at more videos, visit Farm Rich Snacks on YouTube.
CREDITS
Client: Richs Product Corporation (Farm Rich)
Spots: "Dad's List", "Soccer Talk", "Holiday", "March Madness", "Questions"
Agency: SCOUT Atlanta
Personnel:
Bob Costanza, Principal, Chief Creative Officer
Kerry Hadaway, VP, Creative Director
Travis Sharp, VP, Creative Director
Duncan Stone, Copywriter
Cheryl Maher, SVP, Director of Client Services
Kelly Rabinowitz, VP Account Group Director
Dori Einiger, Account Supervisor
Janet Mason, Producer
Matt Maggart, Production Assistant
Production Company, Pogo Pictures
Bob Rice, Director
Ruth Agee, Executive Producer
Amy Jolliff, Producer
Tim Murphy, Production Manager
Post Production, Hero Post
Jeff Jay, Editor
Alex Zustra, Editor
Molly Baroco, Executive Producer
Andrew Pope, Flame Artist
About SCOUT:
Independently owned and operated for over 17 years, SCOUT is a full-service integrated agency with three offices across the United States – in Atlanta, Chicago and San Diego. Serving clients in consumer/B2B and healthcare, SCOUT brings leading companies bold, brave thinking that creates value for its clients' brands. Learn more at www.findscout.com.
SOURCE SCOUT
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