RADIO CRAFT - IRISH
RADIO CRAFT - IRISH (Performance)
Beefgrudgery - Lidl
|Entrant Company:||BBDO Dublin|
|Creative Director:||Shane O'Brien|
|Sound Engineer:||Kevin Breathnach|
|Account Director:||Sinead Lee|
|Account Manager:||Elana Murphy|
|Agency Producer:||Georgia Stevenson|
|Art Director:||Kevin McKay|
|Other:||Project Director - Emma Corcoran|
|Other:||Deputy Head of Marketing - Fiona Fagan|
|Other:||Senior Project Manager - Sarah-Jane Coogan|
|Other:||Marketing Campaigns Project Manager - Sarah Gordon|
|Other:||Senior Marketing Manager - Tom Mughal|
|Other:||Planning Director - Sarah Hughes|
|Notes:||To help promote Lidl's award-winning and 100% Irish beef, we developed a thoroughly integrated campaign centred around our creative idea: if Lidl beef is as good as it claims, then it’s sure to provoke some feelings of “beefgrudgery” among the other foods at Lidl.
Once our food characters were firmly established through TV and social, we could play with their different personalities and expand the world they lived in through radio.
And since they had a lot to get off their chests about Lidl Beef getting an entire ad all to themselves, we created a phone-in radio show where our characters could voice their frustrations, calling it the Check-Out Line (any resemblance to Liveline with Joe Duffy being purely coincidental!).
Continuing in the same Irish sense of humour we’d landed on in our TV and social, we find our North Dub character Sliced Pan hosting his own phone-in show where he fields complaints from callers.
Our food characters come from all over the country, so it was crucial when choosing our voice talent to strike a balance between a strong performance and where they’re from, to ensure our characters sounded as authentic as possible.
Voiced by well-known comedian Tony Cantwell, Sliced Pan anchors the show, hearing from Wexford Strawberry (Tiktok star Shauna Davitt), Cork Cheese (Cork actor and comedian Norma Sheahan), and Kerry Turnip (comedy legend Jon Kenny), who all have a thing or two to say about all the attention Lidl Beef’s been getting.