{"id":26225,"date":"2023-08-17T09:41:57","date_gmt":"2023-08-17T16:41:57","guid":{"rendered":"https:\/\/presskitchen.com\/?p=26225"},"modified":"2026-01-28T09:50:17","modified_gmt":"2026-01-28T09:50:17","slug":"carmans-kitchen-launches-its-first-major-brand","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/carmans-kitchen-launches-its-first-major-brand\/","title":{"rendered":"With Music by Squeak E. Clean Studios, Carman&#8217;s Kitchen Launches It&#8217;s First Major Brand Campaign in 30 Years via AdNews"},"content":{"rendered":"<h1>Carman\u2019s Kitchen has launched its first major brand\u00a0campaign for TV and online to coincide with the company\u2019s 30 year anniversary.<\/h1>\n<p><iframe title=\"Carman\u2019s \u201cThe Carman\u2019s Kind of Care\u201d 30s TVC\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/W6WqLLhzXfY?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>Paying homage to the company\u2019s philosophy of caring, the campaign features a set of characters\u00a0with the same name &#8211; The Carmans &#8211; who each represent an aspect of the brand\u2019s personality and values.<\/p>\n<p>From the ray of sunshine to the big thinker, and from the person who puts their heart into\u00a0everything to the one who refines every detail, The Carmans showcase the caring values that have seen the Australian company grow into a local success story.<\/p>\n<p>Founder Carolyn Creswell bought the fledgling business for $1,000 as a student in 1992 and\u00a0packed every bag of muesli herself to build it into a leader in the cereal and muesli bar\u00a0categories. 30 years later, the company sees an opportunity to attract a new generation of customers and enter new categories.<\/p>\n<p>A strategic review by consultants East of Everything revealed that Creswell\u2019s unique level of\u00a0care and attention to detail remained at the core of the brand. This insight informed the campaign concept while the idea to introduce multiple Carmans was born from the widespread belief that\u00a0Carman is Creswell\u2019s real name.<\/p>\n<p>The Carmans are brought to life by Paul Middleditch and Plaza Films through a series of films set\u00a0in the company\u2019s \u2018Heart and Soul\u2019 department (formerly known as R&amp;amp;D).<\/p>\n<p>Beyond the characters, the campaign will showcase the \u2018real\u2019 Carman\u2019s inside the business and\u00a0their work each day to deliver delight.<\/p>\n<p>All of the campaign assets are designed to be flexible, connect in-store and tailored to social\u00a0environments.<\/p>\n<p>\u201cCarman\u2019s success has been built on the personal care everyone puts into creating our products.\u00a0The Carmans are a great way to celebrate the army of caring people who are behind every product,\u201d said Jed Simpfendorfer, Carman\u2019s Kitchen Chief Marketing Officer.<\/p>\n<p>\u201c30 years on we are excited to create a memorable brand that builds from our exceptional\u00a0products. To do this, we tried to balance Byron Sharps theories on distinctiveness, Mark Ritson\u2019s\u00a0thoughts on differentiation, Karen Nelson-Fields research on attention characteristics across platforms, without being criticised or beaten up by any of the above,\u201d said Simpfendorfer.<\/p>\n<p>\u2018\u2018Sometimes great ideas stare you in the face. The best ones are interesting and memorable,\u00a0mainly because they are true. Over the years people have thought Carolyn\u2019s name was Carman and sometimes she went along with it. Now she\u2019s officially \u2018Carman and so is everyone else,\u201d\u00a0said Grant Rutherford, Founder, East of Everything.<\/p>\n<p>\u201cCarolyn literally makes sure the chocolate is the right shade of brown. But it\u2019s not just Carolyn,\u00a0everyone is obsessed with every little detail. It\u2019s no ordinary care at Carman\u2019s Kitchen, it\u2019s beyond that. As we like to say, there\u2019s care and then there\u2019s the Carman\u2019s kind of care,\u201d said\u00a0Rutherford.<\/p>\n<p><strong>Credits<\/strong><\/p>\n<p><strong>Carman\u2019s Kitchen:<\/strong><br \/>\nCarolyn Creswell, Founder<br \/>\nJed Simpfendorfer, CMO<br \/>\nIllana Blampied, Head of Insights<br \/>\nLachie McDonald, Digital Comms Manager<br \/>\nJackson Delminico, Brand Manager<br \/>\nMandy Carr, Packaging and Food Design Manager<br \/>\n<strong>East of Everything:<\/strong><br \/>\nGrant Rutherford, Founder, ECD<br \/>\nKat Kelly, Founder, Strategy Director<br \/>\nBrendon Guthrie, Creative<br \/>\nSue Hind, Senior Producer<br \/>\n<strong>Production:<\/strong><br \/>\nDirector, Paul Middleditch Plaza Films<br \/>\nProducer, Peter Masterton, Plaza Films<br \/>\nEditing, Stu Morely, Jamie Scott, Trish Cahill, The Editors<br \/>\nSound Engineering, Paul Le Couteur, <a href=\"https:\/\/www.squeakeclean.com\/\">Squeak E Clean Studios<\/a><br \/>\nChris Budgeon, Photography<br \/>\nRoss Colebatch, Producer, Photoplay<br \/>\nCaroline Velik, Food Stylist<\/p>\n<p>Click <a href=\"https:\/\/www.adnews.com.au\/campaigns\/carman-s-kitchen-launches-first-major-brand-campaign-in-30-years\">HERE<\/a> to read the original article.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Carman\u2019s Kitchen has launched its first major brand\u00a0campaign for TV and online to coincide with the company\u2019s 30 year anniversary. https:\/\/www.youtube.com\/watch?v=W6WqLLhzXfY&amp;ab_channel=Carman%27sKitchen &nbsp; Paying homage to the company\u2019s philosophy of caring, the campaign features a set&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26226,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[234,268,270,273,278,211,217,218],"tags":[276,1017,2356,2375,2451,3794,3795,3796,249,267,271],"class_list":["post-26225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-production","category-music","category-music-sound-design","category-news","category-spots","category-fresh-news","category-ads","category-advertising","tag-sound-design","tag-australia","tag-squeak-e-clean","tag-squeak-e-clean-studios","tag-food","tag-carmans-kitchen","tag-international-music-company","tag-music-company","tag-advertising","tag-los-angeles","tag-music-and-sound"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by Squeak E. 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