Bargain Booze’s Christmas campaign is a concoction of offbeat humour and promotional deals, but it might not tickle everyone’s funny bone.
Created by new agency More, the ad parodies Ferrero Rocher’s famous ambassador’s reception campaign from the early 1990s.
In the Bargain Booze spoof, the confectionery treats are replaced with Scotch eggs, which are similarly hand-delivered on a silver platter but to slightly dishevelled party guests and in far less opulent surroundings.
The ad amusingly mimics the iconic campaign. Guests hold up the savoury treats in adoration and mimic the famous line ‘With these Scotch eggs, you are really spoiling us’. Overall the ad’s comedy is very Marmite because people may either find it hilarious or simply weird.
However, the campaign’s off-the-wall humour and wacky free Scotch egg giveaway on Christmas Eve cements Bargain Booze’s unpretentious, value brand position.
Towards the end of the ad, the off-license group smartly pushes its promotional deals, including 15 cans of beer for £10, finishing with the funny tagline ‘Bargain Booze: for people who like bargains, and booze, and Scotch eggs’.
Bargain Booze’s campaign is a good balance of entertainment and drinks deals, emphasising the retailer’s promotional stance. But an ad with more universal appeal might have been better to promote its offer in the all-important run-up to Christmas.
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