The U.K.’s Aardman Animations produces a new campaign for Maynards Discovery Patch, bringing a hedgehog family to life in a miniature stop-motion world rich in irresistible details, texture and charm.
Maynards Discovery Patch, the new range of fun-shaped fruit flavor jelly and foam sweets, have teamed up with Aardman Animations for a high-profile new TV ad airing this spring.
The advert, which runs from May 9th, features a family of hedgehogs trying Maynards Discovery Patch for the first time and exploring the questions on pack. Aardman, the studio famous for popular characters including Wallace & Gromit, Shaun the Sheep and Morph, have produce the ad.
The Maynards Discovery Patch range includes four themed variants -- Discovery Patch Animals, Discovery Patch Body Bits, Discovery Patch Myths & Monsters and a multipack of treat size Discovery Patch Mini Creatures. All packs feature fun facts or quizzes on the back of pack to inspire moments of family discovery. There is also a Maynards Discovery Patch app, which you can unlock by scanning the pack, giving families an opportunity to discover even more through an augmented reality experience.
The TV campaign is part of a 3 million UK media investment of this year, which will also include cinema, video on demand, out of home (close to stores), digital, experiential PR and in-store activity.
For the spot, Aardman has created a miniature world rich in irresistible details, texture and charm, bringing the hedgehog family to life with enchanting stop frame animation, a process which took nearly three weeks to shoot, frame by frame.
Directors Karni and Saul had a very specific visual treatment in mind for the spot: “We were looking for a textured, intimate and handmade look so we decided to opt for needle felting finish which gives the puppets a realistic, yet cosy feel. The challenge was creating a world - part hedgehog, part person - that humans can relate to. It was loads of fun coming up with the small details in the set like the nature themed elements."
Kaitlin Williams, Brand Manager for Candy at Mondelēz International, said: “We’re hugely excited to be working with Aardman for our first TV campaign for Discovery Patch. The hedgehogs are the perfect fit with the quirky and curious personality of the product, and we expect the ad’s going to be a big hit with consumers.
“This is a high-profile campaign, and we expect demand for the product to increase as the ad drives greater awareness among shoppers. Retailers should look to stock Discovery Patch in advance of the campaign to make the most of the opportunity.”
Source: Aardman Animations
Jennifer Wolfe is Director of News & Content at Animation World Network.