The Shipyard has partnered with renowned actor, podcaster, and producer Paul Scheer to spearhead an improvisational campaign for Marzetti's new line of healthy salad dressings, aptly named Simply. The campaign, titled ‘It Simply Sells Itself,’ showcases Simply's 11 exciting new flavours, each boasting 50 calories and 2 grams of sugar or less per serving. Through clever humour, comedic timing and a touch of unexpected awkwardness, the ads highlight the brand's commitment to simplicity and deliciousness.
“Because the product is such an easy sell, each spot ends early,” said Mark Hillman, executive creative director at The Shipyard. “Which leaves our spokesperson needing to fill time. Which leads to awkward improvisation. Which leads to Paul Scheer being the perfect director.”
Paul, known for his memorable roles in popular TV shows like ‘30 Rock’, ‘Curb Your Enthusiasm’, and ‘The League’, as well as his long-running podcast ‘How Did This Get Made?’, brings his love of improv and willingness to explore new comedic angles to infuse the campaign with deft spontaneity. Paul is backed by highly acclaimed production company, RYB, based in RED Studios in LA. “We were looking for a very straight-forward, product-focused campaign that delivered our simple message – great taste, 50 calories and 2 grams of sugar or less – in a fun and memorable way,” said Jonathan Zimmer, vice president, marketing at T. Marzetti Company. Comprising four unique spots (two 30-second and two 15-second spots), the integrated campaign will be featured across various traditional and social media platforms, including TikTok and Instagram. Additionally, Marzetti also plans to share exclusive behind-the-scenes footage and stills from the set. “The Simply launch is critical for the Marzetti brand as we innovate to meet consumers' needs for healthier choices,” explained Carl Stealey, president of retail at T. Marzetti Company.
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