The advertising campaign went live yesterday at 3:45pm on Channel 5, followed by a primetime slot on ITV1 at 8.45pm, airing across the country.
Created by Ogilvy and Mather, the fully integrated £5m advertising campaign marks the largest category spend in at least the past five years.
In the advert, Ebony Buckle, a classically trained singer, takes centre stage as she sings ‘Truvia Scrumptious’ to the tune of Chitty Chitty Bang Bang’s iconic ‘Truly Scrumptious’.
Australian-born Ebony Buckle is a rising star in the music industry having studied music, drama, ballet and jazz dancing since the age of seven.
The advert was directed by Trevor Melvin, one of London’s best-established commercial directors. Trevor’s commercials reflect a consummate filmmaker with an authentic style and the ability to capture natural performances.
Filmed in St Georges Park, South Africa, the advert is set in a greenhouse originally brought from Scotland in 1882. Filled with hundreds of locally grown stevia plants, the scene brought beauty and nature together in perfect synergy.
The advertising campaign closely follows the arrival of Truvia sweetener on the UK market last month. The launch of Truvia calorie-free sweetener to the UK market signalled the introduction of an entirely new category of sweetness – calorie-free and from a leaf – and heralds a new era of choice for consumers who want an alternative to artificial sweeteners and sugar.
With the same texture and crunch of sugar, Truvia sweetener has a crisp, clean taste and is perfect for sprinkling on fruits, yogurt and cereals, for use in tea and coffee as well as cooking and baking.
Additionally, Truvia sweetener is ideal for people with diabetes who now, for the first time, have a choice that’s zero calories from a natural source.
Truvia sweetener is brought to the UK by the country’s leading sugar brand, The Silver Spoon Company.
Source: Associated British Foods
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