Food for the mind / The social film embraces ASMR (autonomous sensory meridian response) sounds to create a sense of calm and boost audience engagement. It’s a popular tactic in food marketing (KFC also played recently on the sound of food sizzling – encouraging consumers to drift off to sleep while listening to its chicken being fried). However, Greenfield combines the sounds of frying bacon with entertaining and dynamic messages about the specific use in famous films to keep audiences engaged.
And the brand never loses sight of the need to entertain, even when talking about purpose and sustainability in the campaign (the names of the audio tracks are designed to raise a smile while money is donated to a good cause). Greenfield’s approach here seems to reflect calls in the ad world for less ponderous purpose-based messaging. Rob Reilly, global chief creative officer at WPP said to Contagious in 2023: ‘[Humour] is the thing we need more and more, and I’m hoping brands will push us towards comedy or fun or entertainment.’
Shared realities / The community element is a big part of the campaign. Greenfield takes direct inspiration from, and engages with, foley artists to propel the story towards wider audiences. While the brand is joining a social media conversation among this specific group of people it does so authentically with a real benefit to the artists in the form of the ‘sizzling’ audio library. Jamie Marcovitch, executive creative director at No Fixed Address, said in a statement, ‘This idea is the perfect intersection of brand mission and cultural fuel. That’s where the magic happens.’
The importance of building this type of strong relationship with audiences was highlighted by recent Kantar North America Creative Effectiveness analysis, ‘Ads that connect the viewer in shared realities by tapping into communal memories and experiences are more likely to deliver stronger emotional connections.’
