F. Whitlock & Sons: Killer Beans

F. Whitlock & Sons, has launched a unique new creative campaign via 72andSunny, Sydney entitled 'Whitlock's Tales of Delicious Demise', which encourages viewers to step out of their ennui and feed their adventure.

The multi-channelled campaign has been cooked up to celebrate the launch of the "Whitlock's" Masterbrand with a full range of products, including killer beans, BBQ sauces, marinades and rubs.

The captivating creative concept is inspired by the brands stand out label designs which feature clever illustrative depictions of flavour extraction in a distinct black and white with a symbolic pop of red. This unexpected portrayal of how product ingredients meet their delicious demise personifies the bold and adventurous ingredients that feature in F. Whitlock & Sons products, bringing characters to life and telling the tales of how and why these tasty ingredients end up in a can, bottle or jar for everyone to enjoy.

The creative campaign will roll out across Australia and New Zealand with a 90" blockbuster film showcasing the Whitlock's world. Shorter 15’" product executions also reveal the very moment each of the ingredient characters are meeting their ultimate adventurous end destination, for the benefit of our taste buds.

Be it, Chip the Chipotle Pepper and his demise at the hands of the Grim Reapers, or Oscar and Rojo, the Fuego Chilli Beans, and their not so narrow escape from pirates – each ingredient's demise is not for the faint hearted.

Says Luke Martin, head of product at 72andSunny: "You realise what a rad job and great client partners you have when you get to create short films about adventurous ingredients that come to face their demise. It has been a true collaboration between our team and the F.Whitlock's team, which is why the work has turned out so nicely. Stoked to see this campaign go out to the world."

The exciting campaign will run across digital and social capitalising on the traditional and the unexpected and will be supported by OOH across Australia and New Zealand.

Says Natasha McGill, senior flavour adventurist and brand purveyor, F. Whitlock & Sons: "We're excited to be bringing the adventuresome "Whitlock's" across Australia and New Zealand, which delivers to our brand aspiration of disrupting the everyday and bringing exciting food experiences to life in bold and adventurous ways."

The brand will also be exploring the digital and experiential frontier, more details to be announced in the coming months, that will allow consumers to step into the F. Whitlock & Sons world.

The F. Whitlock & Sons new and existing product range is available at selected supermarkets across Australia and New Zealand.