Chicago based packaged goods company Strom Products is promoting its No Yolks noodle brand with a national advertising campaign, the first from Toronto agency Elemental since winning the account last month.
The effort, which launched last month, includes three 15-second animated ads that are running on food-related websites including a page takeover at FoodNetwork.ca. The ads will run online until May.
“We’ve gone very targeted to audiences that would be interested in the attributes of the product,” said Brent Wardrop, president and creative director at Elemental, which also handled the media buy.
The campaign also includes a Facebook fanpage that includes recipes, the three ads, and a link to the No Yolks corporate website.
The tongue-in-cheek ads “demonstrate” how the yolks are removed from the eggs that are used to produce No Yolks noodles. For instance, one ad shows a vacuum sucking the yolk from the egg.
Animating the spots allowed the agency to play up the brand’s “cute” and “clever” name, said Wardrop.
Prior to hiring Elemental, the company handled Canadian advertising efforts in-house and relied heavily on television and traditional food photography.
“It was a wonderful change that they allowed us the latitude to do something that was more entertaining and then drawing the audience into the message instead of showing the food first,” he said.
