New snack brand promotes big flavour with 'mini soap opera'

Client: Snackbrands

Brand: Windsor's Potato Chips

Agency: Ikon Group Sydney

Market: Australia

Campaign scope: Four-episode online "micro soap opera" series, social, cinema, partnership with Woolworths including TV and in-store radio.

Press release quote: Mark Fryday, marketing director, Snackbrands: “The campaign deliberately sets a new course for the premium chip category, one that is bold and stands out from the pack, reflective of the unique and distinctive attributes of our new Windsor’s range."

Campaign Asia Pacific's comments: Although the 'Spicy Stuff Episode' (second in the playlist above) veers into slightly off-colour and stereotypical territory regarding Thailand, we like pretty much everything else here. The oddball style and inexplicable moments ("I absolutely did not order a donkey!") suit a brand that wants to be known for strong flavours. We also like the interplay between the goofy characters, the contrast between the black-and-white scenes and the colourful product packages and the little details, such as the dog swiping right on a site called 'Dinder'. 

CREDITS

Brand and Media Strategy – IKON Group Sydney
Creative Concept – IKON Group Sydney
Production House - The Precinct Studios