Butternut Box
The Brief
Butternut Box approached MnD Studio to write, direct and deliver their inaugural TV commercial. The brief called for a campaign that would stand out in a crowded pet food category, while remaining true to the brand’s distinctive tone and signature comedic flair.
Having worked with the brand since its early days, we were entrusted with full creative freedom to explore ideas that showcased Butternut Box’s unique selling points. Having developed and tested 12 creative concepts, we ultimately landed on a standout direction for the campaign.
Creative & Production
MnD oversaw the campaign from initial creative through to final delivery; writing, directing and producing the TV commercial as a single, cohesive piece. This integrated approach allowed the creative, production and execution to work seamlessly together. The production centred on ambitious set builds and bold art direction, creating a playful, stylised world that supported the brand’s humour, while showcasing the product.
We cast Butternut Box founders, Kev and Dave, to anchor the film in authenticity and reinforce the brand’s challenger spirit. Filming with animals was a core part of the creative, requiring careful planning, experienced handlers and a flexible on-set approach to capture spontaneous fun moments without compromising on pace or polish.
The result was a confident debut TVC that balanced comedy and craft, ensuring Butternut Box stands out in a crowded category.
Deliverables
- 1 x 30” broadcast quality hero TVC (16:9)
- 1 x 30” export for YouTube pre-roll (16:9)
- 1 x 20” export for YouTube pre-roll (16:9)
- 12 x 5-10” cutdowns for social media distribution (16:9, 9:16)
