British Food Brand Turns Its Bowler-Hatted Mascot Into ... a Homewrecker?

Homepride Brings an Iconic Logo to Life With an Unusual Twist

Published on Sep 22, 2014

Editor's Pick

British food brand Homepride has long featured a character named Fred, a black-and-white line-drawn bowler-hatted man, in its ads and on its packaging. But the brand has clearly decided to spice things up for this somewhat traditional logo; in this latest ad, via McCann London, Fred is brought to life for the first time in ten years, but with an unusual twist.

The spot kicks off in fairly typical food-ad style, with mom and kids delighted that (an enormous, CG version of) Fred appears, helping to liven up her home-cooked dinner with some Homepride sauce. However, as it continues, we see the dad's increasing suspicions about Fred's role in his family; he's prominently figured in the kids' drawings and, most damningly, it seems he's helping mom out with her bathtime routine as well as her cooking.

Fred also has his own Twitter account where he's already flirting with today's generation of internet-savvy moms. Meanwhile, we can't wait to see the sequel. (And if you recognize the music, it's from "Curb Your Enthusiasm.")

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Sep 22, 2014
McCann - London
Chief Creative Officer:
Rob Doubal
Chief Creative Officer:
Laurence Thomson
Creative Director:
Mike Oughton
Mike Oughton
Jess Mallett
Managing Partner:
Kate Modeland
Planning Partner:
Nicky Vita
Creative Planner:
Thomas Keane
Head of Integrated Production:
Sergio Lopez
Agency Producer:
Claire Hopkins
Agency Producer:
John Cheesemore
Production Company:
Radical Media London
Malachy McAnenny
Executive Producer:
Ben Schneider
Post Production:
Work Editorial
Post Production:
Craft London
Franco Micalazzi
Media Planning:
Aubrey Woodiwiss

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