Honey Dew, Inc. became a client of Davis Advertising in February and today, April 8, the agency’s first Honey Dew television commercial began a run on stations such as WBZ-TV 4, WCVB-TV 5, and WHDH-TV 7 out of Boston; ABC6 (WLNE-TV) out of Providence; NECN; CSNE; and additional Comcast cable stations throughout New England.
The ad, titled “Make Every Minute Count,” tells the story of three co-workers counting down the minutes to lunch while a voiceover reminds people to “make every minute count” when it comes to lunch. The importance of lunch is playfully reinforced by the music of bongos in the background. Then, when the clock strikes noon, the three colleagues roll from their respective cubicles to a central point in the hallway and agree to grab lunch at Honey Dew. In the next shot they are at Honey Dew, ordering and eating Willow Tree Chicken Salad Sandwiches and drinking iced teas.
The spot accomplishes a number of goals. Employing the “Let’s Dew Lunch” slogan, it introduces to the public the idea of Honey Dew as a lunchtime destination for eating in or taking out, since the Willow Tree Chicken Salad Sandwich is the company’s first lunch sandwich. It also advertises the tastiness, freshness and healthfulness of this debut lunch menu item, which is made-to-order from local ingredients, including chicken salad from Willow Tree Farm in Attleboro, MA and fresh-baked multigrain croissants.
“Make Every Minute Count” was written by Davis Advertising’s Creative Director and produced by Davis’s video production and audio production teams, which in addition to filming the spot, also scouted locations for the shoot and hired actors to play the roles of the three co-workers and the Honey Dew Team Member. Finally, “Make Every Minute Count” was managed from conceptualization to editing by the agency’s account executives.
This new TV ad is part of a broad campaign introducing the Willow Tree Chicken Salad Sandwich and includes a radio spot and point-of-purchase marketing materials for each of Honey Dew’s more than 140 locations.