Liverpool-based creative agency Black & Ginger are about to experience their second-taste of broadcast success with the re-launch of a national television advert campaign they developed last year for housewares brand Kilner UK.

The ad was previously aired on select cable and Freeview channels last year including More 4, Food Network and The Good Food Channel, generating record sales and growth for Kilner. This week, the campaign is set to move to mainstream terrestrial television, attracting what is hoped will be an even larger audience.

To coincide with the British preserving season, the first nationwide screening of the ad will be from Monday 8 September on ITV. Viewers can also expect to see the ad on channel 4, scheduled to run during commercial breaks from popular morning cooking show, Sunday Brunch and ITVs breakfast spot Good Morning Britain.

Managing director at Black & Ginger, Alex Frech says the growing interest in the Kilner brand is in part to a renewed interest in the cooking and baking, saying: “Home baking has enjoyed a steady resurgence over recent years, with television shows like The Great British Bake Off reigniting our nation’s love of food and baking.

“Throughout this revival, there are new generations of ‘foodies’ coming up through the ranks and Kilner has once again become a household name, and a brand that is synonymous across generations of would-be bakers, picklers and preservers – this is something we wanted to reflect in our work.

“To be asked to produce Kilners first ever TV ad is obviously a huge honour, we’re really proud of the results and I only hope that the second phase of the campaign sees the same success as the first.”

Black & Ginger are based in the Baltic area of Liverpool and they boast an impressive portfolio of national brands for which they have previously worked, including Typhoon and Slazenger, as well as local NHS trusts and Liverpool Vision.

Other recent work includes the end-to-end delivery of the creative campaign for ‘Memories of August 1914’ when Giant Spectacular returned to Liverpool in July, and generated over 250 thousand web hits in just three days.

The 30-second ad for Kilner is to run until the end of the month and it is anticipated to reach over six million adult views.

Words: Daniel Pearce

Source: Black & Ginger

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