Summer’s new favourite veggies

Summer’s new favourite veggies
B&T Magazine
By B&T Magazine



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.




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