Lleyton Hewitt Theory - Mk II

One of the first posts I ever did on the Jason Recliner was called Lleyton Hewitt Theory, wondering what it would be like to be the Strategic Planner on the Chiko Roll account. And drawing some kind of conclusion that the target market for Chiko Roll might possibly be based around the character of Lleyton Hewitt (minus the tennis part and the Bec Cartwright bit).

Now I'm pleased to see the Chiko Roll is back! And they've taken my advice!!

There's a new Chiko Roll Chick, this time on a dragster, who's replaced the slut on the motorbike.

She's described as a "fun, outgoing Aussie chick who is down to earth". If that isn't Bec Cartwright then I don't know what is.

Not only that, the SMH newspaper article also lists the ingredients of the Chiko Roll. With carrot, celery, onions, cabbage and green beans, no artificial flavours or preservatives, it sounds positively healthy! OK, so it's all deep fried, but with all that goodness inside, who's counting calories.




Annette Melton, the new Chiko Chick, shows Cadel Evans how to really ride a bike.

The Evil or Good Backyard BBQ

I think I know what the government is trying to say here in this Drinkwise campaign.

I think.

Be a role model for your kids when it comes to your drinking habits because it will help form their approach to alcohol consumption.

It's just that the TV ad doesn't seem to show anything particularly bad. A couple of blokes in the backyard having a yarn over a beer, everyone pretty well behaved, nothing untoward going on. It looks like a good day going on!

So I'm not sure whether what I'm watching is meant to be a positive articulation of social drinking through the generations or a negative one.

The message itself is an important one to address no doubt. But I don't think this TV ad makes anything a whole lot clearer. Not without delving deeper online anyway.



DDB (who I think are one of the best agencies in town) did a great job a couple of years ago selling a similar message, with a lot more impact. 740,000 hits on YouTube as well....powerful stuff.

Saucy Bits

I like this ad for Drumstick. Product benefit clearly integrated into the creative idea.

Just one thing....shouldn't it be "Sauce from top to toe"?

Also, isn't it chocolate, not sauce? Unless the Nestle nutritionists are now avoiding calling chocolate by it's real name all in the name of Good Health, Good Living or whatever it is they're pretending to be nowdays.

Anyway, good ad though - I'm sure the consumer will still take in the message.

Got Chicken?

Inghams seem to be a bit confused here as to whether to sell the benefits of their own product (versus fresh chicken I suppose) or to sell the chicken category.

Surely they'd be better off selling their own product rather than doing a job for Woolies, KFC, Nando's etc.

And surely the main thrust of the brief isn't to sell more chicken in Australia? Is it???

If so, maybe this whole campaign is about driving chicken consumption so they sell more of their chooks wholesale to everyone else around the country, using their branded product as the vehicle to deliver the message.

Meat and Livestock keep coming up with great campaigns to drive category consumption, and I know which I'd pick as the better piece of marketing. Apart from 17 year old boys, I can't see anyone else logging on to www.chookme.com.au




When you look at the way the Meat & Livestock Association has marketed beef and lamb over the last 10 years, it' s been outstanding. And this campaign always gives me a good feeling about buying meat.

David Thomasen talking about meat marketing