THE CHALLENGE
Emily and partner Alex came to me with an exciting new kind of crisp. Fruit chips fried in a vacuum, these crisps were remarkably crunchy, lower in fat and absolutely delicious. They were unlike anything I’d ever tried before and I knew that as soon as consumers tasted them, they’d be hooked. The challenge was to find the right audience, educate and convert them.
THE DELIVERABLES
Strategy, naming, brand identity, including visual and brand voice, brand story, copywriting across packaging, web and OOH.
THE ANSWER
Our audience was made of up health-conscious female 20-30 somethings and we needed to tell them a story that resonated. It was important to show that these crisps are a celebration of delicious snackery, rather than a hair shirt healthy option.
Sometimes the answer is staring you in the face. Emily and Alex already had an authentic story to tell – they’d fallen in love while travelling the world and on their adventures, they discovered this particularly healthy and tasty way of making crisps. We named the brand after Emily and transformed them into a love letter from her partner Alex – this theme of love extended into the idea of ‘No guilt, just love’ which is exactly how we wanted women to enjoy these crisps.
THE OUTCOME
Emily launched straight into Sainsbury’s and independent stores across the UK.
