In the second of in my series of Over-Participative ideas, I bring you Rustic Farmer Ben and his lady-alluring fringe. His omnipresent visage has been plastered all over London inviting women into entering a guilt confessional like a Mills & Boon version of the Pope.
Krissi Murison describes it best in Campaign's Private View:
According to the accompanying blurb, this is an ad aimed at "upmarket young, single women", which is presumably also why they've chosen to fill it with words such as "fat", "guilt" and "shopping" and include a Facebook "like" icon. ARGHHHHH! Could it get any more patronising? Have the people behind this ever actually come into direct contact with a real life young, single woman?
The people behind this prove that they haven't just watched Sex and the City to get their consumer insight:
New Year is perfect timing for this campaign launch. Women everywhere will be looking for healthy, guilt-free choices. Yet at the same time, McCain Rustics are the perfect feel-good, comfort food that we all seek during the cold, winter months. We feel that Ben, our Rustics Farmer communicates all of these qualities and we look forward to some great consumer participation.
Here's some of that great consumer participation:
To be fair, there are a few lady lovers of Ben on there too. And a decent 12,000 fans. But why this would make anyone want to buy more chips is anyone's guess.
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