Oriental food brand Blue Dragon is back on TV with a £4.5m national advertising campaign. The five 20” creatives, which hit screens from 17th January ’11, form part of the brand’s £6m re-launch and shine the spotlight on consumer favourites – Dipping Sauce and Stir Fry, as well Blue Dragon’s new product ranges – Cooking Sauce, Paste and Shots.

The new ads, created by JWT, deliver five very different executions and communicate to viewers that Blue Dragon’s vast product portfolio is perfect for creating authentic-tasting, easy to make Oriental food at home. The executions feature ‘real’ experts from the Far East – an origamist, shadow puppeteer, Suzhou engraver, artist and a geisha. This new artistic territory is designed to reinforce authenticity and, along with the use of Blue Dragon’s new packaging design and logo, increase consumer awareness of the brand.

All five executions employ atmospheric music and are divided into three clear sequences. Each ad opens with an Eastern-inspired scene, within which an expert from the Orient is demonstrating their particular skill. They then cleverly cut to a more familiar in-home cookery sequence and conclude with an end frame containing the new Blue Dragon logo and a product shot, supplemented by a voiceover which states, “The East Made Easy” – Blue Dragon’s distinctive strap line.

Commenting on the new advertising creatives, Tracy Hughes, AB World Foods Consumer and Category Controller, says, “We’re delighted with the look and feel of the new ads and are confident that they will raise positive awareness of the brand amongst consumers whilst reinforcing our authentic credentials. We want all of our communication to inspire consumers to recreate authentic-tasting, Oriental meals at home using Blue Dragon. We think the new creatives do exactly that while achieving strong cut-through and differentiation in the market.”

The national TV advertising campaign will be supported by PR and digital activity. Blue Dragon’s wider multi-million pound re-launch also encompasses a new brand identity, innovative new products and heavyweight shopper support.

For further information on the Blue Dragon range please visit www.bluedragon.com or for sales enquiries please contact 01942 267 090.

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