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Hunky Dorys Buffalo girls roll around the outside

The buffalo has always been the spirit of the Hunky Dorys brand, hiding in plain sight on every pack of crisps, but no one had ever thought to put the majestic beast front and centre of their marketing campaigns.

The Challenge

For a long time, the central element of every Hunky Dorys marketing campaign had been beautiful girls – with not much clothing to shield them from the elements. But things were changing. Hunky Dorys were being eaten 50:50 by male and female. So the target audience was no longer the white van man with his love of tabloid red tops. Page 3 girls were not even a thing anymore, retired in early 2015. The world had moved on. The desire was for women to feature in the advertising, but they could not simply be objects.

Our Approach

Through our focus group research and strategic work, we derived that independence was a huge theme with our new younger target market, irrespective of gender. When we looked for a symbol of this independence, we only had to look as far as the front of a packet of Hunky Dorys. The buffalo had always been part of the brand identity – indeed there is a buffalo flavour variant – but it had not yet been exploited in marketing communications. So that’s what we did. With the help of 8 very skilled roller skaters on a below freezing night in Prague.

The Execution

TELEVISION AND VIDEO CONTENT

Our TV commercial explored the idea of the buffalo being this inspirational icon, that would be a symbol to follow for all those bold enough to blaze their own trails in their own way. Broadcast across TV and cinema channels, the soundtrack to the brand film is a reworking of “Buffalo Gals”, a traditional American song dating from 1844, which was made famous again in 1982 by Malcolm McLaren who instead of roller skaters, enlisted the help of some mighty Double Dutch skippers. He didn’t have a buffalo though. So McCann wins.

OUTDOOR

There was a suite of high impact outdoor executions featuring each of our hero (or is it heroine?) skaters as well as Nellie (the buffalo not the elephant).