Sunblest thinks it's time for a smile

Lobster has unveiled its latest campaign Time for a Smile TV and radio campaign for Sunblest, the beloved pancake brand and category leader in Northern Ireland.

As a significant brand within the Allied Bakeries family, Sunblest entrusted Lobster with the pivotal task of crafting a compelling TV advertisement tailored to resonate with audiences across Northern Ireland.

The campaign further solidifies Lobster's ongoing collaboration with Associated British Foods, building on the success of previous TV campaigns created for brands such as Mazzetti, Jordans, and Allinson’s.

Directed by Alex Cooper, the TV and radio campaign narrates a whimsical story of how the joy packed into a Sunblest pancake can turn a bad morning on its head, bringing to life the essence of the Time for a Smile tagline. Conceptualised and produced by Lobster, the creative approach that not only showcases the deliciousness of Sunblest pancakes but also positions them as the go-to snack for all family members.

Sunblest – Time For A Smile

Credits

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Agency Production Company In-House
Production Company Lobster
Director Alex Cooper

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Credits

powered by

Agency Production Company In-House
Production Company Lobster
Director Alex Cooper
Executive Producer Simon McDowell

Credits powered by

Simon McDowell, Executive Creative Producer and Partner at Lobster, said, "This campaign was a real highlight of our year. A fab collaboration once again with the wonderful team Allied Bakeries, trusting us to push the creative towards something genuinely funny and memorable for this iconic brand. Can’t wait to see it out there.”

Elva O’Connor, Senior Brand Manager at Allied Bakeries, said "It was a real pleasure to work with the team at Lobster on this project. Sunblest Pancakes are an iconic Northern Irish product so it was vital that trust was there between the agency and client to protect the brand. Sunblest has some very strong distinctive assets and the team at Lobster were always mindful that these needed to be front and centre. The result brings our communications up to date with a flexible, campaignable and already much loved advert. We went on air in November and the response from our internal team, retailers and consumers has been wonderful, it really is time for a smile. The team at Lobster were always on hand throughout the process with creative solutions to our brand challenges and delivered a great result."