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in association with CAMPAIGN
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HB Hazelbrook Farm — It’s the Milk that
Makes the Difference
The TV campaign for HB Hazelbrook Farm was devel-
oped by McCann Erickson and supported by outdoor
and press advertising. TV ads ran for four weeks in
March, and are running for another four at the moment,
while there was a two-week outdoor presence in May.
The reason this campaign caught my eye is that it pres-
ents the ice-cream range in a new, natural and fun way.
Although it’s very light-hearted in tone, it does contain a
strong competitive message — that the product is made
with fresh Irish milk, unlike some ‘udders’. The use of this
kind of language allows parents to indulge in some child-
ish good humour, which in turn reminds them of their own
childhood and makes them feel good about the product.
The OOH execution uses bright colours and interesting
visuals that engage and reinforce the image of the prod-
uct as fun, natural and good for you. It is consumed
largely by children but purchased by mums and dads.
This communication allows parents to feel good about
buying the product for their kids — a treat that is natural
and wholesome. HB ice cream has been a favourite for
many years — this campaign reminds us why that is so.
Maurice Cullen is head of brand and
marketing communications at
Vodafone Ireland.
May/June ‘08 Marketing Age 43
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