All Gold gives us food for thought with fan­tasy ad

Weekend Argus (Saturday Edition) - - MEDIA& MARKETING -

ONE OF the most “un­nat­u­ral” im­ages (in terms of things done and added which are not present in the orig­i­nal prod­uct) is food photography. None of the stuff you pre­pare in your kitchen looks any­thing like the pics in mag­a­zines or the “serving sug­ges­tion” im­ages on the pack.

So much prepa­ra­tion and doc­tor­ing of food (spray­ing it with mois­ture and pos­si­bly some chem­i­cals) to help make the colours brighter or to pre­vent fad­ing un­der the lights goes on dur­ing the shoot that I doubt whether it is fit for hu­man con­sump­tion af­ter the pho­tog­ra­phers have done their work.

In food ad­ver­tis­ing, too, the cre­ative front and back room peo­ple try to max­imise those items which are so ap­peal­ing to peo­ple.

Much of the fo­cus goes into bom­bard­ing the sense of the con­sumer, em­pha­sis­ing bright colours and shapes – which of­ten look un­nat­u­ral – to make the point the food you want them to buy is re­ally “farm fresh”.

Many brands have, over the years, em­ployed an­i­ma­tion to stray even fur­ther into the realm of make-be­lieve.

It’s not a real ap­ple, not re­ally toma­toes which are go­ing into the tin or bot­tle – so why not make it a fan­tasy world of hap­pi­ness and light and, at the same time, lo­cate your prod­uct in that happy space?

The lat­est brand to do this is All Gold in its new tele­vi­sion com­mer­cial for its range of prod­ucts (it isn’t just the beloved tomato sauce, you know).

It’s called “The Or­chard” and takes place in that make-be­lieve All Gold or­chard where all the good things orig­i­nate, and where all sorts of lit­tle peo­ple work hard to en­sure you get the best.

Con­cep­tu­alised by ad agency Hunt Las­caris Joburg for Tiger Brands (the par­ent com­pany of All Gold), it fea­tures very high-class graph­ics and an em­pha­sis on be­ing South African as well as – ac­cord­ing to the agency – “ob­ses­sive care with qual­ity and re­spect for the en­vi­ron­ment”.

Lit­tle peo­ple get helped by cute crea­tures, rang­ing from bees to bun­nies as they bring in and process the har­vest.

It’s cute and, even though it is fan­tasy, it’s a re­minder of an in­no­cence most of us have lost as adults.

The kids will love it and more than a few moms and dads will smile too. And they’ll re­mem­ber All Gold on their next trip to the su­per­mar­ket.

So, it works as mar­ket­ing com­mu­ni­ca­tion. Or­chids for Tiger Brands, All Gold and Hunt Las­caris Jo­han­nes­burg.

I am not quite sure who did the graph­ics – but if you let me know, I will hap­pily give them an Orchid too.

To show I am noth­ing if not even-handed, this week’s mar­ket­ing Onion goes to an elec­tion ad­vert, as did last week’s Orchid. And it goes to the same or­gan­i­sa­tion, the ANC.

Elec­tions are a time for posters and they have been go­ing up all around us. But, in my area at least, the ANC is the only party which is break­ing the law – putting up posters on street signs.

This, as you know, is a pet peeve of mine. It’s il­le­gal and there is no dis­pen­sa­tion be­cause you’re a po­lit­i­cal party.

It’s not a good elec­tion move to act il­le­gally but the ANC has good form in the area of ig­nor­ing in­con­ve­nient laws.

Look at No 1 in his de­fi­ance of the pub­lic pro­tec­tor and, later, the con­sti­tu­tion.

Look at the SABC’s ( chief op­er­at­ing of­fi­cer) Hlaudi Mot­soe­neng. Look at Dudu Myeni (chair­woman) of SA Air­ways.

They have to be dragged be­fore the courts be­fore they do the right, le­gal, thing.

The vis­age on the poster in our area is of Joburg mayor Parks Tau. So, Mr Mayor, you are very guilty by as­so­ci­a­tion with this.

You may not have given the or­der, but the buck stops at your very com­fort­able desk.

The most in­ter­est­ing thing, though, is that, clearly, no one both­ered to think about mat­ters of place­ment, never mind le­gal­i­ties: is a stop sign the right place for a pic­ture of the mayor?

Look at the pic­ture: It says: Stop Parks Tau. Not clever. It is also il­le­gal and that is why you get a dou­ble Onion, ANC.

I await your lawyers’ no­ti­fi­ca­tion that you in­tend to con­test this in the Con­sti­tu­tional Court.

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