Less swearing, more tearing
Boxes that fall to pieces. Cuts that leave frayed edges. Invisible ends that you can’t get your fingernails under. Using cling film can drive us mad… Bacofoil developed an all-new PVC-free cling film that takes away the frustration with its easy-cut curved cutting edge, strong roll holder and easy start finder system. We were tasked with creating a campaign for launch.
We found that our audience shared a love-hate relationship with the kitchen drawer staple, with one Mumsnet user putting it perfectly: “It's not a cringy ‘don't like the feel of it /makes me feel funny’ thing. It's more how effing irritating it is to use”.
We set out to position the new Bacofoil Cling Film as the solution to all the usual frustrations with our idea: “Less Swearing. More tearing”. Our concept culminated in a film that perfectly captured our audiences’ experiences with a comedic performance from our Bacofoil Mum. It ultimately showed how the new Cling Film is f*****g amazing at making wrapping your food a doddle.
Delivered to 2.7m unique viewers, our entertaining campaign film achieved an exceptional view through rate of 52%.