Did Somebody Say King’s Hawaiian?
Inspired by your favourite TV Melodramas, Erich & Kallman’s new campaign of digital shorts, Did Somebody Say King’s Hawaiian? launches.
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Agency Erich & Kallman has "rolled" out its latest campaign for King's Hawaiian.
As King's Hawaiian's agency of record, E&K's Did Somebody Say King’s Hawaiian? digital shorts send up different genres of television while highlighting that the real stars are always King's Hawaiian's iconic rolls and new bites.
Each short takes place on the set of a different over-the-top TV show, whole titles wink at their inspiration. There’s a wealthy-women domestic docu-series, a soapy western, a cheesy rom-com, and a dating competition where a handsome man hands the contestants dandelions, not roses. Once a line of dialogue with the word “King” is spoken, someone interrupts the scene to profess their love for King’s Hawaiian. In Cowboy Show, for example, the oil baron patriarch declares, “When it comes to this county, I am King,” only for a crew member to burst out, “Did someone say King’s Hawaiian? My kids go bonkers for the pretzel bites!”
Credits
View on- Agency Erich & Kallman/San Francisco
- Production Company O Positive
- Director Brian Billow
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Credits
View on- Agency Erich & Kallman/San Francisco
- Production Company O Positive
- Director Brian Billow
- Editing Cut+Run/New York
- Editor Frank Effron
- Executive Producer Fearghal ODea
- Associate Creative Director Alyssa Trocina
- Associate Creative Director Benjamin Schneider
- Chief Creative Officer Eric Kallman
- Executive Creative Director Rikesh Lal
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Erich & Kallman/San Francisco
- Production Company O Positive
- Director Brian Billow
- Editing Cut+Run/New York
- Editor Frank Effron
- Executive Producer Fearghal ODea
- Associate Creative Director Alyssa Trocina
- Associate Creative Director Benjamin Schneider
- Chief Creative Officer Eric Kallman
- Executive Creative Director Rikesh Lal
"We love the idea that King’s Hawaiian is so good, it hijacks whatever scene it’s in. These shorts are a playful nod to the kinds of shows people binge, and we had a blast creating them,” said Eric Kallman, Erich & Kallman. “Nothing steals the spotlight like King’s Hawaiian. We’re delighted with the digital shorts and excited for the rollout of more new television spots in the fall.”
Erich & Kallman also created three TV shorts, one of which, Groceries, is airing now. Two more will be released tied to the football season and the holidays. It all comes on the heels of King’s Hawaiian brand refresh, with redesigned logo, packaging, colour palette, typography, and visual identity inspired by island flora.
"Erich & Kallman makes people smile while showcasing how King's Hawaiian has grown into a truly beloved food over its 75 year history." said Raouf Moussa, CMO of King's Hawaiian. "The campaign also connects us to new generations while honouring the brand's rich heritage. We couldn't be more pleased."
