Phoenix, Arizona (PRWEB) November 26, 2013
The first-ever national TV campaign for Idahoan® Foods – Idahoan On Your Table– artistically brings to life the passion of Idahoan growers and the homemade taste of their mashed potatoes with the company’s core message of “field to fork.” The 30-second commercial was created by agency of record, RIESTER, and will air through the holidays. The campaign makes it clear that with its real ingredients, Idahoan doesn’t compromise homemade taste for convenience. To visually make the connection, acres of lush potato fields appear to materialize from a tablecloth being cast onto a family’s dinner table.
Tom Ortega, chief creative officer for RIESTER who’s creative staff wrote and orchestrated production of the commercial, said the tablecloth and potato field image was meant to graphically convey Idahoan Foods’ “field-to-fork” theme and was accomplished using computer generated imagery (CGI).
CGI was also used near the end of the commercial, when a barrel being filled with freshly picked potatoes transformed into a package of Idahoan potatoes. “This really brought the message home – both literally and figuratively,” Ortega said.
To make the opening shot work, the production company, Salt Lake City-based Cosmic Pictures, used a video camera mounted on a remote controlled “octocopter”—named for its eight propellers. That highflying camera provided the sweeping aerial views of the potato field that ‘crystalize’ from the tablecloth as mom sets the table. The imagery and dozens of still photos were mapped onto the tablecloth using 3D animation to produce the opening scene.
These scenes, along with the image of a lush, green potato field being nurtured by a real-life Idahoan potato grower, are already resonating with Idahoan’s Facebook fans.
The two-day production effort went from dawn to dusk in order to maximize the natural light and capture the rich graphic values of the crops. The interior family meal segment took an additional day of production work. The commercial was filmed on the RED camera.
A rare challenge Cosmic Pictures had to overcome was coordinating the photo shoots with the timing of the potato field’s huge pivot system, also known as the watering system, as it made its 360-degree sweep and works on a 24-hour cycle.
“Our creative and production teams needed the pivots to be in just the right place so it would catch the morning sun and the spectacular Grand Teton range in the background,” shared Ortega. “To the production’s benefit, the land-owner also was our grower highlighted in the commercial and he put the system on high-speed. It turned out to be a stunning shot.”
Making the Idahoan commercial production even more memorable was the unexpected visit by a very low flying crop-duster plane interested in the production. He came in so low the production team had to duck.
“We couldn’t be more pleased with how RIESTER conveyed our product for national television,” said Drew Facer, CEO of Idahoan, a network of growers and producers. “Our message – field to fork – can’t get much more graphic than the opening scene. From there, the commercial conveys other values we offer consumers, including 100% real Idaho potatoes, variety of flavors, homemade taste and ease of preparation.”
The commercial is appearing on national networks, including ABC Family, The Food Network, Cooking Channel, A&E, Lifetime and TLC. The digital component of the advertising campaign includes display banners, mobile, social media, pre-roll and takeovers across various food, lifestyle and entertainment websites. In addition, the commercial can be viewed on Idahoan.com and YouTube.
As one of the top marketing firms in the Western United States, RIESTER offers its clients a complete range of services, including: research, brand planning, digital marketing, media planning and buying, broadcast and print ad creative services, public relations and multi-cultural marketing. The agency has offices in Los Angeles, Phoenix, and Park City. Visit us on the web at http://www.riester.com, Facebook and Twitter.