Kraft Canada has launched a 30-second television spot to support the launch of its Delissio Garlic Bread Pizza product, an execution that indirectly references the popular Twilight film and book series.
The spot, which began airing nationally in mid-May, opens with a dark-clad figure ringing a doorbell before moving inside to show a teenaged girl bounding down the stairs to meet her date. The girl is intercepted by her father, who refers to the date as “Dracula” before offering his daughter a piece of the garlic bread pizza. When the daughter opens the door and offers a bite to her date, the boy recoils at the garlic before turning into a bat and flapping away to the tune of the Ray Charles tune “Hit the Road, Jack.”
A French-language version of the ad is running concurrently in Quebec.
The commercial plays off of established vampire mythology, including the idea that vampires can turn into bats and must avoid garlic.
Jeremy Oxley, product manager for Delissio Pizza, said the brand’s marketing team and creative agency DraftFCB had the vampire-themed Twilight in mind when developing the ad.
“We needed to make sure we balanced the news of the new product offering with all the brand equity that comes along with Delissio Pizza,” said Oxley.
“As we developed creative for the spot, we tried to incorporate as much relevant pop culture as we could, and we know that Twilight has been a big movie and book series that’s recently been in the news.”
In addition to the TV spot, which will run through the fall, Kraft is promoting Delissio Garlic Bread Pizza through print executions in the English and French editions of its What’s Cooking publication, as well as in-store sampling initiatives.
The product will also feature in communications for the Kraft Celebration Tour, a promotional partnership with TSN that marks the network’s 25th anniversary and culminates with live broadcasts of the Sportscentre news program from 10 different Canadian locations in 10 days later this summer.
Delissio Garlic Bread Pizza will be included in online and on-air creative supporting the initiative throughout the summer.
