five:am Organic Yoghurt has launched a brand campaign titled “Wake up Be Am:azing” starring Australian pro-surfer, Laura Enever.
The campaign is being complemented by a new website and an integrated marketing campaign spanning across TV and social media with the aim of inspiring people to wake up early, enjoy breakfast and seize the day.
The TV commercial was created by Melbourne based agency, SMART, and features Enever waking up at 5am and hitting the surf at Sydney’s Whale Beach before enjoying breakfast.
Sophie Speer, five:am’s marketing and sales manager said that the campaign complements the company’s core philosophy of seizing the day.
“We really do live the philosophy behind wake up be amazing here at five:am HQ – it’s even the reason why the brand was named five:am. It’s a way of life for our founder, yogi and surfer, David Prior who wakes up every morning at 5:00am to hit the waves, practice yoga and meditate. It’s also the time our farmers milk the cows!" says Speer.
"We wanted the TVC to show the sense of clarity and calmness you get when you’re up at this hour. SMART has done a fantastic job at recreating the Wake Up, Be Amazing elements and we’re thrilled with the result.
“We’re stoked to have Laura on board as a ‘friend of five:am’. Not only is she a talent on the water and screen, Laura exudes living life to the full.”
SMART’s creative director, Ben Davis said “we’re extremely pleased with this work and think it’s a true representation of five:am as leaders in the Aussie organic yoghurt category. The end result is something pretty special.”
In addition to Enever, five:am has also enlisted some additional personalities to represent the key ‘branches’ of the brand. Actress Jess Tovey is an advocate for environment, founder of The Holistic Ingredient and health wellness practitioner Amy Crawford represents taste and nutrition, while Australian Certified Organic and the Australian Organic Dairy Farmers Co-op stand for community and Australia respectively.
The Wake up Be Am:azing campaign will kick off on 1 January, 2014.