IKON Group Sydney introduces Windsor’s Potato Chips, with a mirco-soap opera series featuring an eccentric and adventurous family of quirky animated characters.
The first campaign produced under IKON’s new full service offering, the agency’s remit included development and creation of campaign strategy, creative platform, and media buy.
Mark Fryday, marketing director, Snackbrands said: “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.
“IKON’s challenge was to help drive trial and build the brands personality by bringing the brand characters to life in an engaging way.”
IKON’s chief of creative services, Natalie Musico said the campaign called for a creative solution that delivered a taste message in an interesting and different way.
“Windsor’s is a new premium chip that breaks the category rules, so we wanted to create an equally distinctive idea. The animated series, with its quirky style and tone of voice, provides a great brand platform for ongoing storytelling.”
The campaign has been launched with an integrated communications plan via Proximity OOH, with the Windsor’s video series supported by the story telling channels of social and cinema to drive engagement with the characters. The campaign is further supported by a partnership with Woolworths with TV and in-store radio.
Brand and Media Strategy – IKON Group Sydney
Creative Concept – IKON Group Sydney
Production House – Precint