Papa Banana Catsup | Papa Goes Pop! | Philippines

The TV and print campaign, developed by Harrison Communications, addresses mothers’ plight of feeding their kids unfamiliar foods. Papa Banana tackles the conundrum by exhibiting that only way to make kids try new food is by mixing it with something they enjoy, which is, in this case, ketchup.

To further appeal to kids, the campaign features a crew of quirky cartoon characters representing traditional dishes, dubbed the Papa Pals: the fried chicken Papa Noks; the fish, Papa Tilaps; omelette, Papa Torts; spring roll, Papa Loomps; and hotdog, Papa Dawg.

The TVC and print ads are aided by on-ground activation elements and a presence on Facebook.

“We are very impressed at how the consumer insights gathered by your team was translated into a fresh, relevant and sustainable campaign,” said Ren-ren Reyes, marketing group head of NutriAsia, the maker of Papa Banana Catsup.



Credits:
Project Papa Pals
Client NutriAsia
Creative agency Harrison Communications
Creative team Raul Castro, Alex Arellano, Budjette Tan, JB Tapia, Kevin Sabino, Reinard Santos, Norman Ramos
Account servicing Maricel Pangilinan-Arenas, Monday Gonzalez, Madel Palman, Tracy Ampil, Miko Calma
Strategy Viboy Palilio
Business development Tricia Camarillo
Exposure Television, print