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Back to the grass roots

EUROPEAN Foods has embarked on a sponsorship initiative that will provide it with an ‘up-and-coming’ director to work on its next television commercial for flagship coffee brand Braziliano.

European Foods is a major sponsor for this year’s Grass Roots Short Film Festival, and while the program has synergies with European Foods’ corporate history, the business’s marketing manager John Ferrari says the sponsorship is aimed at raising Braziliano Coffee’s local profile.

“We came up with this idea as a way to cement us as a local brand. Because of the name, Braziliano, and because of the quality, people assume it is an overseas brand,” Mr Ferrari said.

“Just like WA’s young film-makers, Braziliano Coffee was born right here. The quality is world class and the brand is starting to make its mark on the world map.”

The winner of the festival’s best director category will be asked to write a script for a television commercial that will position Braziliano as a local quality coffee blend.

Mr Ferrari said his company liked to differentiate itself in the market by offering sponsorships that were a little different.

“We were part of StyleAid and we had a special gold box produced for each guest; it was a fashion event so we had models lugging coffee sacks,” he said.

“Coffee is one of those markets where the bulk of its value is

added after the blending, it’s in packaging and branding.”

Mr Ferrari said the company always did things that were different to its major competitors.

“We’ve done things differently for a long period of time but it has been in the production process and not necessarily in the brand,” he said.

The prize of directing a television commercial is considered a big break for an upcoming filmmaker.

Entrants for this year’s Grass Roots Short Film Festival are asked to shoot a short film on dig-ital video incorporating the theme ‘Box’, ranging from three minutes in length to 10 minutes.

Finalists will be chosen and their works screened at Sunset Cinemas on February 20 next year.

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