British CBD firm Cannaray has kicked off its latest marketing campaign with the launch of a new TV ad created by London agency BigSmall.
Featuring celebrity TV presenter Claudia Winkleman, the spot features psychedelic animated scenes, including an animated Winkleman herself, and looks to encourage customers to give Cannaray products a try as the brand attempts to cement itself as a mainstream player within the wellbeing marketplace.
The short animated sequence was by created animation studio Future Power Station, and was directed by Yibi Hu, who in the past has directed music videos for international artists such as Faithless and Beyoncé.
This is set to be the brand’s second major promotional push, and the first since major investment into the firm from Channel 4’s private equity arm, Channel 4 Ventures.
Campaign materials will be rolled out across Channel 4 and video-on-demand platforms throughout the summer, with Cannaray aiming to grow CBD into a major FMCG category and achieve sustained growth alongside significant customer acquisition.
READ MORE: Channel 4 Ventures invests in Claudia Winkleman-backed CBD firm
“We are delighted with the progress of Cannaray’s CBD revolution in recruiting new consumers to CBD,” Cannaray chief marketing officer, Tim Clarke said.
“Cannaray’s website sales have increased fivefold since 2021 due to the impact of our partnership with super fan Claudia Winkleman, investment from Channel 4 Ventures and the creativity of BigSmall and Goodstuff.
He continued: “The high impact animation from Yibi Hu and Future Power Station will help accelerate this growth momentum throughout the summer as more and more people Join the CBD Revolution with Cannaray.”
BigSmall partner, Matt Edwards added:“Claudia’s imagination knows no bounds. Tiny owls. Baby goats. Squirrels playing trumpets. They’ve all been mentioned at some stage.
“So putting Claudia’s imagination on screen required an animation partner with real vision and talent – and we found exactly that in the wonderful Future Power Station.”
