Ogilvy brings Natural Confectionery Co's dinosaurs to life

7 June 2018

Creative Agency: Ogilvy (VIC)

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The Natural Confectionary Co. partners with Ogilvy Melbourne to bring their dinosaurs to life in the 'Dino Pack' campaign.

The Natural Confectionery Co. has partnered with Ogilvy Melbourne to bring their yummy dinosaurs to life in the brand’s latest campaign.

‘The Dino Pack’ campaign features the brand’s most colourful assets - the characters on the pack as the stars, with Greg the Stegosaurus, Bronte the Brontosaurus, and Rex the T-Rex, joined by Steve the Snake from time to time.

Intended to resonate with adult consumers, who represent a large segment of the overall category, the campaign tells the story of three dinosaur friends gathering in the kitchen, as Greg the Stegosaurus unwittingly turns canibal thanks to a pack of The Natural Confectionery Company's dinosaurs.

Ashley Barton, senior brand manager at the company, says the creative inspiration for the campaign was built on the understanding that consumers love treating themselves with lollies while reinforcing the message of no artificial colours or flavours. 

Josh Murrell and Sharon Condy, creative directors at Ogilvy Melbourne worked on the campaign. It features TVCs, online content and bite-sized social posts where the characters hang out, chat and occasionally pick on each other as mates do. The first TV spot, ‘Herbivore’, is now live in Australia and launches on 10 June in New Zealand.   

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