Love is in the aisles in Centra’s first ‘Dinner Made Easy’ campaign, which launched this week.
Created by Dublin-based advertising agency Boys + Girls, the campaign was created to launch Centra’s freshly prepared meal range.
The new range is freshly prepared by Dublin-based food producer Ballymaguire Foods.
Aiming to make dinner easy, the new range has an array of options. Customers can choose from chicken tikka, chilli beef, beef lasagne, cottage pie, and carvery options.
Love Is In The Aisles
The advertisement aimed to break stereotypes – around ready meals and romance – by telling a story about love and a convenient fresh meal.
At the heart of the campaign are two elderly sweethearts who meet when they both reach for Centra’s freshly prepared chicken tikka meal.
As their eyes meet, we see the fireworks they feel in this moment of unexpected connection.
The hilarious and heart-warming love story that unfolds in the short ad challenges the conventional romance story.
Speaking about the campaign, the senior copywriter at Boys + Girls, Niamh Ryan, said, “Creatively, our story was inspired by the outdated idea of ready meals being a lonely meal for single people.
“What if a meal for one could become an unexpected dinner for two?”
The marketing manager at Centra, Niamh Skally, said, “The introduction of the ‘Dinner Made Easy’ range underscores our commitment to providing customers with delicious, high-quality meal solutions that are competitively priced and continuously evolving, to meet changing preferences.”
The spot was filmed on location in Centra Stamullen’s newly refurbished store. It was directed by Tina Bull, also known as Tiny Bullet, of Antidote Productions.
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