PICARDY HELPS HOOK IPA AWARD

PICARDY Media Group played an instrumental role in Marr Associate’s successful television advertising campaign to promote fish, which recently netted them an award at the Scottish Institute of Practitioners in Advertising (IPA) Effectiveness Awards.
The Picardy produced a 30-second commercial entitled ‘Accentuate the Positive’ took a bronze award at the recent ceremony at the Glasgow Hilton.
Last year advertising agency Marr Associates were charged by the Seafish Industry Authority with the task of finding a good angle for their product. This was to overcome a downturn in sales figures for fresh fish, Marr came up with a strategy featuring the Fish graphic device, highlighting through a series of vignettes the benefits of fish to the family - ‘Fish the dish’ was born.
To develop the new hook Picardy flew a crew out to the sun kissed beaches of South Africa to shoot a vibrant commercial which makes fish look sophisticated, colourful, healthy and, above all, tasty. Picardy completed all the post production.
Picardy’s Head of Commercials Production, Micky MacPherson, -who makes a cameo appearance in the commercial dressed in a fish costume- said: “The shoot was great fun, and we were delighted with the outcome of the finished commercial. The fact that it featured so prominently in the campaign developed by Marr Associates consolidates the fact that we have significantly contributed to the campaign’s success and the winning of this award.” (CD)