Summer’s new favourite veggies

Summer’s new favourite veggies
SHARE
THIS



Integer, in partnership with Perfection Fresh, brings new meaning to vegetables with their new summer range at Coles.

The Batavia punches Romaine and Iceberg straight in the face with its flavor. This thug of a lettuce shows just how exciting it can be, even though it’s one of the often forgotten about summer veggies.

A new initiative developed by The Integer Group Australia brings 11 traditional products to the shelves of Coles this summer in its new brand “Hatters Vegetables”.

All products are homegrown in Australia by local producers and feature the Kabocha Pumpkin, the “sensitive sumo” of Japanese vegetables and the “alien-like” Kohl Rabi. Go on, Google them. You know you want to.

The campaign was created from scratch by Integer in partnership with Perfection Fresh. All management and creative and digital elements were developed by Integer as well as the birth of Livingstone R. Rabbit, the voice of the brand.

This delightful character takes Australians on a vegetable-adventure, educating, inspiring and inevitably causing Aussies to fall in love with traditional seasonal veggies.

“Integer has done an exceptional job in developing an outstanding brand with personality,” Daniel Williams, business category manager from Coles, said.

“It’s not an easy task to make fresh produce exciting but working with the team, both strategically and creatively, we have been able to add new life and interest to the fresh produce area of Coles.”

The new range offers customers a wider range of choice, a journey of culinary discovery and experimentation as well as a refreshing sense of humour to the category.

The brand gives life to traditional, yet often overlooked veggies which all defy convention in either their alien-like appearance or their unusual but scrumptious taste.

The Hatters summer 2013 range is now available exclusively to Coles. Get down to the shops and start experimenting in your kitchen this summer.

Please login with linkedin to comment

Latest News

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars
  • Campaigns

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars

Italian youth fashion brand Diesel has unveiled its latest campaign that uses social media hate and turns it into a clever new campaign. The ad stars Nicki Minaj, Gucci Mane, Bella Thorne, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini. Each celebrity chose some of the worst comments they’d received, and Diesel designed exclusive items for each […]

by B&T Magazine

B&T Magazine
Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business
  • Marketing

Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business

A common malady of marketers is how to best spend their marketing dollars and get the best outcomes (ie. sell more stuff). But a new study suggests that going “hyper-local” could be an easy and effective place to start. The study, by US marketing firm Zipsprout, says that micro-targeting local consumers via corporate sponsorships can be one of […]

by B&T Magazine

B&T Magazine
Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]