For Britex Carpet Care, we organise one major photoshoot each year. In 2022, we launched their “Job Done Right. Job Done Britex” campaign highlighting their 3in1 Deep Cleaning Machine offer with a comprehensive shoot across three groups of actors all engaging with the machine. In 2023, we worked with Chantel Mila (@mama_mila_au) to champion their Everyday Range of cleaning products. For 2024 though, we needed to go back to the 3in1 Deep Cleaning Machine.

We set out to reproduce similar set-ups from 2022’s shoot, only with slight twist. The family would remain the same, but our roommates would be two women and our solo renter male. Otherwise, the problem-solution outputs would be exactly the same: identifying the problem, providing a solution and marvelling at the successful outcome. Critically, the key difference between the two shoots would be that everything would be shot on video, with stills pulled directly from the footage (whereas the previous shoot included only one scenario on video, and separate photography).

Given the planning that took place, we were confident that the approach would deliver a critical amount of good content for us to use on social media, cutting together different reels and image carousels to fill out the next 12 months of content. However, as we commenced with the pre-production of the video shoot, we identified the importance of shooting a set script across each of our three scenarios. While the initial idea wasn’t to produce a 30-sec advertisement, ultimately it became obvious that we could accomplish this feat.

We worked closely with key production partner Burninghouse to identify the correct location (in this instance, a large family home in Narre Warren North), and spent a full day filming 6 actors and 2 dogs. The outputs were extraordinary, and the client couldn’t have been happier.

After all assets had been delivered, The Faith Agency commenced work on pulling together the 30-sec TVCs. The three finished outputs tell a mostly visual story with humorous sound effects and a jaunty score underlining the simplicity with which customers can use the 3in1 Deep Cleaning Machine. These videos are running across digital platforms right now, with great response already.

Explore The Faith Agency’s video production capabilities today or get in touch with us to learn more about how we can help your never-ending quest for content.

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New Devondale Sparklers. Real Grape. Real Mango. They say they add a refreshing sparkle to any occasion. But what is that sparkle? Who are ‘they’? And what is this ad? Developed to answer all these questions and more, the new “Adds Real Sparkle” campaign is aimed at presenting a slightly off-kilter approach to the traditional taste test scenario. Featuring Australian comedian, Dan Rath (Guy Montgomery’s Guy Mont-Spelling Bee, Neurotic News), the commercial is the brainchild of The Faith Agency, long-standing Melbourne ad agency, who partnered closely with content production company Burninghouse to bring their ideas to life.

Ben Crocker, Account Director and Partner at The Faith Agency, commented on the approach: “When you start throwing around ideas in the room, you never quite know what direction things will take. Even as we began to lock into the direction we all engaged with the most, we were still not sure exactly how it would come together. But we knew the idea was right, and partnering with Burninghouse helped to fully realise the vision we had. It’s a banger.”

Charlie Porter, Head of Content and Partner at Burninghouse, says, “We’re so thrilled to continue our very fruitful relationship with The Faith Agency; Ben and the team there have been strong collaborators of ours for some time. While we know what they’re capable of, I must say, even we were blown away by this idea and had a blast bringing it to life.”

Says Mark Connolly, General Manager – Marketing, “Launching a new product is always a big deal, but we had ‘faith’ in our long-standing relationship with the team at The Faith Agency that they could deliver the goods. And they (along with Burninghouse) knocked it out of the park.”

The new product launch and campaign from Devondale represents the latest move from Australian family-owned Sabrands bringing together some of Australia’s most beloved brands including Sunraysia Juices, Rosella Soups & Sauces, Blue Banner Pickled Onions and CLR Cleaning Products.

The commercial has been developed as a 30-sec, 15-sec and 6-sec for various digital activations across Meta, YouTube and BVOD platforms, rolling out in the coming months.

Client: Devondale Beverages
General Manager – Marketing: Mark Connolly
Marketing Manager: Andre Estrella

Creative & Media Agency: The Faith Agency
Account Director: Ben Crocker
Media Director: Megan Butler
Creative Director: Terence Hammond
Art Director: Nerio Nespeca

Production House: Burninghouse
Head of Content: Charlie Porter
Head of Production: Tim Anderson
Director: Oliver Waghorn

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The first project we worked on together was an NPD that was very close to launching: a non-alcoholic Bloody Mary mix that would be ranged at supermarkets and bottleshops, allowing customers to simply add vodka and enjoy a tangy and spicy treat any time of the day. As a part of pitching the product to retailers, Sabrands asked us to consider a creative approach to promoting this fairly unique product (certainly unique across Australia).

Our concept leaned on elements of the product and packaging, namely the spicy, red liquid that really stood out from the crowd. Utilising fresh Australian-grown tomatoes and real wasabi as opposed to Tabasco or other hot sauces, the product had an advantage in its different ingredient combination. As such, we produced a concept highlighting red-headed models with their hair flying back, so energised by the delicious, spicy concoction. The headline, “The only mixer with real Wasabi,” was simple and direct, letting the image speak for itself and communicating the core benefit of the product. While the Bloody Mary Mix wasn’t ranged by any brands and faced difficulties in securing consistent supply of product, it was a solid piece of communication that really cut through, at least in our opinion.

Even though we didn’t get any runs on the board with the Bloody Mary Mix, our next project was even better. In 2022, Rosella was looking to relaunch their iconic Tomato Soup product. A staple of Australian homes for over 60 years, their Tomato Soup (originally in cans) had been de-ranged a year prior due to flagging sales and low margins. As a result, Rosella spent the next year reworking everything from the formulation to packaging to marketing material, looking to bring the product back as quickly as possible.

And they delivered, with the new TetraPak-boxed Tomato Soup, accompanied by two other flavors as well. We were asked to produce a launch campaign for the product, aiming for first a Coles print ad as well as a TVC to be aired on Metro and Regional Broadcast TV and digitally across socials and YouTube. Our concept went through several rounds of revision, with extremely tight deadlines leading us to produce the Coles ad ahead of any TVC shoot, with a strong emphasis on bringing the family together. Ultimately, the focus narrowed to prioritizing the longevity of the brand, given how multiple generations of Australians had their own Rosella Tomato Soup memories. The TVC brought this together with the idea that “when it comes to taste, there’s one we all agree on: Rosella Tomato Soup.”

https://www.youtube.com/watch?v=8KmFJjDEJSE

The Rosella Soup TVC had an incredible response, relaunching the product with positive engagement and good sales. While Rosella wasn’t able to support the launch with additional marketing spend over time, those initial results speak for themselves. And though our partnership with Rosella hasn’t progressed beyond these two key projects, we continue to work with Sabrands on some of their other major retail brands, including Sunraysia and Devondale, and look forward to the opportunities that may present out of this relationship in the future.

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The initial brief from Exquisine was to help kickstart their content marketing strategy. While the brand doesn’t maintain an Instagram or Facebook profile, they aim to be quite active across LinkedIn (logical for a B2B business with such a narrow appeal).  Previously, they had worked with other agencies to help develop this content. However, the outputs were sporadic at best, and Exquisine felt that it could be done better, with greater consistency and measurement.

The Faith Agency immediately set out to implement a plan of attack wherein we would propose 6-months’ worth of content in one go (basically, 12 ideas for articles), get approval for that, and then develop all 12 articles over the course of a month, before sending them all through for final review and approval, alongside LinkedIn post copy and imagery to be used. Once approved, we would then work through scheduling the articles and posts across Exquisine’s website and LinkedIn platform, while also keeping a close eye on any incoming communications from interested parties that could be forwarded onto the client for further investigation.

The content is developed using a combined approach of copywriting nous and AI-generated ideation that helps to flesh out concepts and give our team greater efficiencies in developing this much content in such a short time. At around 500 words a pop by 12 articles in the span of 1 month, you can understand the need for such efficiencies!

This process has proven to be quite effective, minimising the amount of time that the client needs to spend reviewing work while still allowing us to meet the content requirements that they have set. There is still an opportunity for us to communicate on a regular basis as well, with monthly eDMs being developed in-house by our team of designers aimed at communicating with their database about the latest news and updates from Exquisine.

Our engagement with Exquisine has since expanded to cover more content and more social media posting, as well as increasing maintenance projects on their website, including updating sign up forms and smaller website design adjustments. We’re pleased to see that our work is having a positive impact on the number of leads they are receiving and are interested to see where things go from here! Contact us today to learn about how we can help implement a content marketing strategy for your business!

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Devondale, known for the rich history spanning across five decades in Australian households, is represented under the Sabrands family alongside Australian icons such as Rosella and Sunraysia. Our objective as the agency responsible for the communication of this campaign was to make it more ‘tableworthy’ in competition with other sparkling apple juices, sodas and indeed even alcoholic beverages. The transition from the original stubby bottle to a sleek bottle, reminiscent of European sparkling water bottles helped to elevate the product and in turn, the label had been updated to reflect the premium aspect of Sparkling Apple Juice.

Faith wanted to showcase the products great taste and presence as an iconic brand across Australian households everywhere. Therefore, we developed a short TVC that caught the attention of juice drinkers alike, reminding them of the refreshing, mouth-watering taste of sparkling apple juice, unique to Devondale. We also helped develop the line “Naturally refreshes any occasion” as a testament to the versatility of the product while still reflecting the nostalgic feel of the brand.

In addition, the new website was built efficiently and effectively by Faith’s digital team to maximise the browsing experience and accurately reflect the creative vision of the campaign. A single page, long scrolling experience, the design took inspiration from several European food brands producing products such as olive oils and seafood, all with the view to presenting an elevated experience that was undeniably Devondale.

The results were a really positive relaunch of the Devondale, continuing to support its shelf space in the major retailers. We look forward to the opportunity to continue working with Devondale into the future, including on new product flavours and formats.

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