WHEN TASTY MEETS HEALTHY, GRAZE ON.
Pretty Please, With(out) Sugar On Top
Creative / Art Direction, Packaging Design & Copy Development
In a super crowded marketplace, there is only one thing that matters; Do we stand out from the crowd? With our delicious photography and flavour-led colours we showcased the taste of the product and balanced out the healthy nature of the brand with a single on-pack explanation that we tackled consumers' no.1 concern in the category - sugar. Well, with nearly half the sugar compare the other cereal bars in the aisle, graze weren't afraid to shout about it.
What’s Better Than A Great Idea?
In-house Strategy & Art Direction
With new strategic messaging to share, we set out to create a TV advert that would tell the story of our amazing, reduced-sugar, Oat Boosts and showcase the imagination in everything Graze does. We worked with Adam & Eve to devise an emotionally engaging, consumer-centric tv advert. We worked to ensure our humour came through in the narrative with a 20-sec and 30-sec ad that outperformed all Unilever benchmarks considerably.
Dare You To Hate It!
Creative / Art Direction, Concept Development, Copywriting & Design Oversight
Why mess with success? When we had the opportunity to partner with fellow Unilever brand Marmite, we leveraged its famous 'Love It Or Hate It' slogan. For us this translated into designing a clean and breezy look and feel that married the two brands perfectly and set up a clear proposition for consumers. The direct email performance marketing resulted in the best ever launch of a new product from graze in its 14 year history.
Excuse Us For Being Social
Creative / Art Direction, Concept Development & Strategy
The Graze instagram feed was the perfect channel for building an engaged following and brining the brand to life. By taking a human first POV we created culturally relevant (and often irreverent memes) to have fun with out bold and playful brand. We made these as much for us as for our audience to have some fun and by making content that made us chuckle (and move away from direct messaging) we saw our engagement grow from <1% to 7%.
Meet the Super Snackers
Creative / Art Direction, Strategy & Packaging Design Oversight
Say hi to Kit, Blaze and Atlas. A team of active kids who are always looking for their next adventure. Developing a range of bars for kids of 6-10yrs we quickly learned what was aspirational for this age group! On pack our Super Snackers jump, skateboard and parkour over our tasty products looking to the 50% less sugar messaging - encouraging both kids and parents to spot a key reason to try these bars! The Super Snackers rollout provided the perfect way to build on the character and disrupt the shopping norms. From our pilot activity sheet and direct to consumer send-outs to powerful in-store activations, the characters were used to showcase the product and messaging.
Greater Indulgence. Fewer Cals.
Creative Direction, art direction, Concept Development, Copywriting & Design Oversight
What happens when you make a low calorie product that doesn't taste like cardboard? You better show it off! We displayed the product name, flavour and colour cinematically on the packaging, making it clear what’s about to hit your taste buds.
So Tell Me What You Want, What You Really, Really Want…
Creative / Art Direction, Concept Development & Strategy
What better way to engage our followers that to give them the opportunity to tell us what flavours they wanted to taste next in out Oat Boosts range. Across emails, subscription flyers and Instagram posts Grazers decided the next 2 flavours out of the Graze kitchen. With one of the highest engaged direct emails sent through and one of the biggest launches of a new product flavour ever we think our grazers picked correctly!
Pick-me-up Point-of-sale
Creative / Art Direction, Copywriting & Design Oversight
Disrupting (and tempting) shoppers was at the heart of these concepts. I led the art direction of new tasty photography and created copy that was direct and playful. This clear messaging references the unique selling points of each of the snacks and in combination with the visuals presented the perfect outcome for any busy in-store environment.