Castle Hampers supplies Christmas hampers to families throughout Australia with its easy pay by the week scheme during the year. The company uses television as a primary medium, to encourage viewers to phone or email for a catalogue. Results are crucial to sales.

With leads dropping off, it was time to flag the attention of viewers to the many benefits of Castle Hampers and position the brand differently to competitors like Chrisco. A new strategy was devised to create a commercial that uses the emotion of kids witnessing the Castle Hampers truck delivering Christmas hampers – not to them but to the kids next door.

Interest is then provided by the actress and personality Alyssa Jane Cook and her sidekick the animated piglet, Hammie. Alyssa captures the practical, down to earth, thrifty and sensible values of the brand.

The overall result is focussed and engaging commercial that uses emotion as a hook, a strong personality to reflect the brand and powerful use of graphics and dialogue to stamp home the direct response aspects.

Imaginitis were also engaged in press advertising, direct mail and online marketing for the campaign.