Wombats, Kookaburras and Platypuses are among the animals that collect ingredients for The Natural Chip Company’s chips in the brand’s first campaign by The Royals.

Titled ‘Natural Selection’, the integrated campaign launched over the weekend with a 30-second TVC showing the hard-working animals in a quintessential Australian landscape, gathering natural ingredients such as potatoes, chillis, peppercorns and honey, and transporting them to a large shed from which they emerge as Natural Chip Co. chips.

A voiceover by Aussie actor Deborah Mailman describes the journey as it unfolds.

The integrated campaign follows a recently completed logo and packaging redesign by the brand.

In addition to the TVC and digital, The Natural Chip Co. is road-testing innovative ShopaLites with 3D moulds protruding from digital screens, among other digital out-of-home executions in retail centres.

The Royals creative director Andy Jones said: “We love working with passionate clients at The Royals, and they don’t come any more passionate than The Natural Chip Co..”

“The naturalness in their chips is right there in their name, so it seemed natural for us to show how nature does most of the work, so we can all enjoy great tasting chips.”

Angela Solomou, marketing manager at Snackbrands Australia, said: “We are very excited to support our brand relaunch with a creative work that has resonated so strongly with consumers and that has communicated our naturally great tasting brand proposition so clearly.

“We are looking forward to many more consumers discovering the great taste of our Natural Chip Co. chips.”

CREDITS

Client: Snackbrands Australia

Brand – The Natural Chip Co.

Marketing director, Snackbrands Australia) – Mark Fryday

Marketing manager, Snackbrands Australia – Angela Solomou

Agency: The Royals

Managing partner – Dan Beaumont

Creative partner – Nick Cummins

Creative director – Andy Jones

Strategy director – Clare La Palombara

Copywriter – Gareth Sweet

Art director – Alberto Talegon

Integrated producer – Rene Shalala

Group account director – Ian Hartley

Account director – Kelso Winnick

Production company: Passion Pictures

Director: Tulips & Chimneys

Composer: Electric Dreams

Sound: Nylon Studios