For non Australian readers Four n twenty is a brand of meat pie, which is very Australian. A brand people know and love.
We also know that meat pies really have no place in the push for health and wellness. Pies are not a ‘healthy’ food. And quite frankly, who cares? All foods can be part of a healthy diet and trying to change your product because people can’t control themselves, does not a strategy make. It’s high time food marketers started to realise this. The so called ‘obseity crisis’ is not their issue.
Under the control of Multinational Food Giant Simplot, Four n twenty lost the ‘plot’. They started launching pathetic line extensions like ‘Low Fat Pies’ – which clearly would never change the perception of a meat pie, let alone get a non pie eater to start eating them. It’s fake and just damages the brand.
Recently the Four n twenty brand was divested from Simplot, to new owners Patties. These guys – who just play in the pastry and pie market have really shown they get it, when it comes to engaging their core target market.
Four n twenty make no apologies for what they are, the product the sell, and who they make it for. It’s authentic marketing. And their authenticity facilitated a great piece of communication.
This spot is Gold. Clearly it is radvertising.
[youtube=http://www.youtube.com/watch?v=CIYC1gLSSq0]
Kudos Four n Twenty.