AUCKLAND, Today: Ponsonby creative agency Sugar & Partners and North Shore design shop Unordinary have relaunched classic Kiwi brand Mr Chips.
Seven new varieties in their “exciting” new frozen chip range have just been released into New World.
The brief included an all-new brand positioning strategy, pack design and supporting comms.
Unordinary CD Matt Hammond said: “We spent a lot of time crafting a packaging solution that offers consumers a clear and fresh choice in a very crowded, price-driven me-too category.
“We spent a lot of time crafting a packaging solution that offers consumers a clear and fresh choice in a very crowded, price-driven me-too category.”
“We think it looks great in the chillers and breaks the category norm in a nicely disruptive way – always an important consideration for any successful product launch”.
Brand strategist Jeremy Johnston, of Sugar, said: “This is a brand that you remember from when your dad took you to speedway for some mean-as crashes and hot chips.
“Now it’s being reintroduced to a whole new generation that appreciates good old-fashioned ingredients, but with even greater expectations of quality and freshness. Their delicious new restaurant-quality Agria range is real point of difference too.”
CREDITS
Clients: Adil Somani & Alex Guilleux
Creative agency: Sugar
Design agency: Unordinary
Creative Director: Matt Hammond
Brand strategy & writer: Jeremy Johnston
Account lead: Julianne Hastings
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