RMIT University assignmentKettle Chips: Radio Mime
Radio spot
For this copywriting assignment, I was tasked with creating a humorous radio campaign for a new Kettle chips flavour: Wagyu Beef and French Herbs.
Getting it funny was the real crux. Good comedy comes from conflict, which you can’t have without a story, which can be tricky to cram into a thirty second radio spot. Then came the breakthrough: characters. A memorable, campaign-able character who could naturally generate comedic conflict while representing the new flavour.
Thus, the radio mime came to be. For a flavour where the name itself is enough of a sell, maybe the best thing to say is nothing at all.
We could tell you ourselves how delicious Kettle’s new Wagyu beef and French Herb flavoured potato chips are. We could tell you about how the carefully crafted blend of gourmet French flavours pairs flawlessly with the succulence of slow cooked Wagyu beef.
But why should you believe what we have to say? What do we know about French food? So, here’s an authentic French mime to tell you about them instead.
[silence]
Believe us now? Good.
Now try them for yourself.
Kettle’s new Wagyu beef and French Herb flavoured potato chips. They’re perfectly crispy, perfectly seasoned, and also gluten free. Honestly, these chips are so good they can sell themself, but we’ve been told we need a real French person to vouch for the flavour. So, here’s an authentic French mime trying them out.
No, no, no you need to actually eat it. Put your hand in the bag - no, the actual bag! Like we need you to actually eat one. For real. No, not pretend, actually, eat it! Come on!
See? He loved it. Now try them for yourself.