Diamant brings its instrumental values to real life. In a jacuzzi.

How can you spark a conversation and more important maintain the interest of your target audience in a low interest category like frying fats? That is really a hard to answer question. Market leader Diamant challenged Fitzroy Amsterdam to find a solution.

It all starts with a platform. A platform that has substance and depth, one where relevant as well as fun content can be shared. Like most brands Diamant doesn’t have a natural platform, so it was time to create one. The inspiration came from Diamant’s real essence: the product characteristics of Diamant frying fats: a crispy exterior and a soft interior... of any snack.

These two instrumental benefits were brought to life and obtained emotional values. Our 2 brand mascots, Soft & Crispy were born. They play the main role on television in which the bubbling frying pan became Soft & Crispy’s private Jacuzzi.

Promotions aimed at households that value and enjoy their family dinners were part of the assignment. So Soft & Crispy challenge the audience (by their own profile pages on Facebook) to share their favorite and most outrages deep frying recipe on the website of Diamant. The best recipes are tried, documented and shared on Friday: "Thank Diamant. It's Fry-day". That's how a Snickers Bar ended up in the frying pan.

This high profile strategic execution in a low involvement category will become visible in the upcoming months.

Agency: Fitzroy Amsterdam

Client: Vandemoortele

Product: Diamant

Creative Director: Jur Baart

Creatives: Gert van der Kaay, Youri van Overdijk, Merlijn van Vliet, Wouter Vanhaeren, Roen Roomberg, Jur Baart

Producer: Joris Knetsch

Production + Post production company: Glassworks Amsterdam

Director: Morten Vinther

Producer: Jony van Hees

Animation director: Dan Hope

3D artists: Dan Hope & Thomas Hinke

Flame lead: Morten Vinther

Grading: Scott Harris

Post production producer: Jane Bakx

Editor: Will Judge

Music: The Sound Works

Composer: Craig Brown

Sound: Kaiser Sound Studio's

Sound technician: Marco Baay

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