The national campaign was created by Saatchi & Saatchi.
Select Harvests has launched, Eat Lucky. Live Lucky, a new positioning and integrated brand campaign for its household favourite, Lucky Nuts.
Lucky Nuts has not released a national consumer campaign for some time and required a memorable hook to remind consumers of the brand – in particular the brand name.
“For over 60 years, Lucky Nuts has been trusted by Australians for cooking, baking and snacking," Select Harvests general manager consumer Suzanne Douglas says.
"We’re proud to bring a memorable campaign like this to market at a time when all Australians could do with a good laugh.”
Created by Saatchi & Saatchi, the national campaign is set to launch on broadcast television, across social and in print.
Jae Morrison from Finch directed the campaign film.
“As a child the only time I ever saw a nut was from the inside of a chocolate bar," Saatchi & Saatchi executive creative director Simon Bagnasco says.
"Turns out they’re actually quite good for you. Which is one of the reasons I’m so pleased we could be part of this tremendous campaign.”
Client: Select Harvests
General Manager Consumer: Suzanne Douglas
Head of Marketing and Innovation: Angela Piasente & Rebecca Lowth
Creative Agency: Saatchi & Saatchi Melbourne
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Executive Producer: Lucy Trengove
Producer: Zena Bartlett
Senior Digital Producer: Nick Baum
Senior Art Director: Tim Yates, Trong Ronakiat
Senior Copywriter: Kerem Sekerci
Digital Designer: Jarryd Hood
Creative Content Producer: Heather McKean
Designer: Alice De Saulles
Group Account Director: Lucy Haworth
Senior Account Manager: Pip Rayner
Executive Strategy Director: Alex Speakman
Managing Director: Mark Cochrane
Production Company: Finch
Director: Jae Morrison
Producer: Nick Simkins
DOP: Jordan Maddocks
ARC Edit: Lucas Baynes
Photography: Turtle Pictures
Photographer: Gerry Colley
Sound: Risk Sound
Sound Engineer: Dee Gjedsted
Music: Lank & Tank
Media: Cole Media
General Manager: Candice Cole
Group Account Director: Sophie Carkeek
Digital Director: Thi Thu Pham