SANTA MONICA, CA, February 13, 2008 - Roundy’s Chairman Bob Mariano and his intrepid executive crew take quality control to new heights in three secret agent-inspired spots directed by Theodore Melfi of GARTNER for the Midwest supermarket chain’s private label brands.
Created via agency Kerker/MN, the TV and Web campaign touts the fact that every Roundy’s brand has been approved personally by the Chairman, while offering us an amusing glimpse into the super secret selection process.
Apparently, Melfi’s direction of the “Chairman Bob” spots has garnered the approval of Supermarket News, MorningNewsBeat.com and Milwaukee Journal Sentinel, which are buzzing. Additional interviews and out-takes are available at www.meetchairmanbob.com.
Put your parka on as Chairman Bob and company brave the Arctic cold, descending to the deep freezer level housing an “Ice Cream” operation.
Client: Roundy’s Supermarkets
Spots Title(s): “Potato Chip”, “Ice Cream”, “Orange Juice”
First Air Date: 1/27/08, TV & Web
Agency: Kerker
Creative Director: Chris Preston
Art Director: Anne Taylor
Copywriter: Jason Siciliano
Senior Broadcast Producer: Anne Swarts
Production Company: GARTNER
Director: Theodore Melfi
DP: Buzz Fieschans
EP(s): Rich Carter, Don Block
Producer: Roger Petrusson
Editorial: Schnitt
Editor: Charley Schwartz
Telecine: Modern Video
Post/Effects: Pixel Farm
Shoot Location: Los Angeles, CA