When your pickles are not on the shelf with the rest of the pickles, but in the refrigerated section of the supermarket, you better have a plan to drive pickle shoppers to the correct aisle. Kraft does.
Sir Edwin Horsham is a Shackleton-esque explorer helping willing shoppers find their way. Created by The Escape Pod (an AdPulp sponsor), Horsham charms shoppers to go along for the ride in his pedal-powered sled.
Vinny Warren, CCO at The Escape Pod says the actor who plays Sir Edwin, Roger Barclay, used to be an officer in the Queens cavalry regiment (which helps him bring some authority to his role).
“Characters are great creatively because you can get to dimensionalize them over time. And people can develop affection for them,” says Warren.
The Escape Pod supports a bunch of Kraft brands including Wheat Thins, Lunchables, Philadelphia Cooking Crème and more. The agency received the most Cannes Lions nominations among all agencies working on Kraft.
