For the 2022 ‘Bringing Sunshine to Your Door’ TVC, we were tasked with:
- Concept development into storyboards
- Production of 1x TV ad into a 60-second version
- Production of 1x TV ad into a 30-second version
- Production of 1x Radio ad

Key challenges

Although the TVC was successful, we faced several challenges:

- Audience engagement: Creating a new and engaging brand for a very-specific audience,
with an average age of 82, with this demographic used to a far more DRTV approach. To
overcome this, we scripted 3 ad concepts, taken to storyboard phase and tested with
the target audience prior to production to ensure effective use of resources. For
example, the final advert drew upon nostalgia, light comedy and musicals to appeal to
the demographic, perfect for uplifting the audience after a difficult 2 years.

- Value for money: Based on the footage captured, the client wanted to ensure that the
footage ‘worked harder’ and encompass various formats, providing maximum value. As
a result, we not only captured sync footage (as required for the musical concept), but
also through scheduling to maximise efficiencies and shooting ‘cutaway footage’,
enabling the production of more classic DRTV options and challenge perceptions with
the brand, driving sales with this campaign.

- COVID safety: It was essential that we followed strict COVID-19 guidelines whilst
shooting the commercial. As members of the Advertising Producers Association (APA),
we utilised their latest COVID-guidelines in conjunction with our COVID-19 secure
working policies and procedures, ensuring safe systems of work were implemented on-
set. For example, this included the use of PPE, social distancing, regular temperature
checks on set, and the like – all of which was subject to weekly review to ensure
compliance with the latest industry-specific guidelines and that from the UK
Government.

- Staying authentic: Using real people in adverts is always a challenge, with many of
WFF’s staff participants struggling with dancing and singing on-set. We implemented an
X-Factor inspired audition process, working closely with them to capture their singing
and dancing on the day, returning to the sound studio with a vocal coach to capture
their lines again. Thereafter, we could ADR their voices back to the picture to maximise
polish. Ultimately, this approach enabled a fun, positive set that ensured we drew out
the best performances from our real WFF talent, in-line with the spirit of the concept.

Delivery approach
Our approach to delivering this project was the adaptation of our proven delivery model:

Concept and creative development:

- Creative concept development
- Scriptwriting
- Storyboarding

Pre-production management of:
- Legalities and concepts
- Project budgeting
- Booking of locations and kit crew
- Call sheets
- Management of usage rights for music and voiceover
- COVID safety processes

Production:
- Coordination and management of up to a 40-strong team, including cast/crew
- Location management over 3x days
- Studio set/build over 1x day

Post-production:
- Editing
- Colour grading
- Sound mixing
- Music composition

QC and clocking, consisting of a full internal review was undertaken to ensure compliance with
the specification requirements, utilising a quality checklist to evaluate:
- Compliance to the specification
- Correct film type
- Correct time code
- Correct layout
- Video errors (colour, gamut, artefacts)
- Audio errors (loudness, clicks, silence)
- Codec, frame rate and frame size detail
- Black levels, encode settings
- Photosensitive epilepsy (PSE) Flash Pattern
- Preparing broadcast clicks for transmission

We then worked to remove any barriers to transmission, being fully versed in clearing ad scripts
for radio/TV, as well as being familiar with TV and radio delivery systems like PEACH.

Results
A testament to the effectiveness of our project delivery, all targets set by the WFF have been
met and exceeded, capturing diverse, flexible footage that could be used across various
campaigns (brand and DRTV) from one shoot, providing additional value for money.

The ‘Bring Me Sunshine’ creative concept has facilitated the rollout of a fully integrated
campaign across branding, print, online, TV and radio – the first time in 30 years’ such unity
had been achieved by WFF across various platforms, with this recognised by WFF’s various staff
and stakeholders. Indeed, we received the following testimonial:

“WFF have seen a really high engagement rate from the campaign launch – with customers
contacting us specifically to comment on the advert and how much they enjoy it and think it
demonstrates perfectly what we do at Wiltshire Farm Foods (this is not just social media
comments, but letters and even phone calls). We have also seen a higher response rate
compared to 2021 with this new creative. It has also allowed us to create a fully integrated
campaign across all channels, we’ve really adopted ‘Bringing sunshine’ across everything.
Working with Omni Productions has been really refreshing – there’s no pretence, they are
just an honest team of people who really want to deliver the best work they can.”

Hannah​ Kempster
Consumer Marketing Manager