Simon Fowler & Vaughn Davis show us all how to blow on a pie.

How did you come up with the idea that won this month’s ORCA?

A random neural connection between a vid we’d seen on YouTube (click here to view the vid on YouTube) and the fact that the burgers we were selling cost about the same as a pie, and were eaten by much the same people in much the same situations.

What is your approach to writing a great radio commercial?

Write lots of radio commercials and the numbers are on your side.

What makes a great radio ad for you?

Emotional involvement that links strongly to the brand and offer. The emotion usually ends up being humour but it would be great to see more use of other ways in.

Any pet peeves when it comes to radio commercials?

27 seconds of funny and 3 seconds of sell. It happens too much and is awarded too often. We like this ad because it never “cuts to announcer”

Where do you like to produce your radio? And why?

Digi Post always does a lovely job. Liquid pips them for catering though.

How do you find your talent?

Intuition first, agents second. One of the great things about NZ is that just about anyone you can name will turn up and do a script for relatively not much money.

Any hot production tips you’ve picked up?

There’s only one: allow lots of time to get it right.