Qukes Baby Cucumbers is being positioned as the crunchy snack that calms the chaos of your crazy day in a major new campaign from one of Australia’s leading fresh produce companies, Perfection Fresh.
The multi-channel campaign, which was developed in collaboration with creative agency Elevencom and media agency Wavemaker Brisbane, builds on the quirky spelling of the Qukes brand name and the idea that any time that calls for a healthy, calming snack is Quke O’Qlock.
“Over the last five years, Qukes has become one of the most successful brands in the fresh produce category, with household penetration growing from 14 per cent in 2018 to more than 35% in 2022,” said Luke Gibson, chief marketing and innovation officer for Perfection Fresh Australia.
“We have an ambition to broaden the brand’s appeal even further by owning the healthy snacking occasion across multiple consumer groups and embedding the mindset that Qukes are the perfect healthy slayer of snack cravings,” Gibson said.
Jono McCauley, creative strategy director at Elevencom, said the agency was keen to build on the distinctive brand assets the agency has established over many years.
“The Qukes campaign is a great example of how you can continually re-arrange a set of building blocks to keep your message fresh and relevant in a way that’s unforgettably linked to your brand.”
“This new campaign taps into the insight that the world has never been more chaotic, and Qukes are the perfect cure for that chaos,” McCauley said.
The campaign will feature TV and video content airing across multiple screens with 30, 15 and 6 second formats. Out of home will further reinforce the Quke O’Qlock creative device.
Programmatic digital out of home executions will be used to tailor the Quke O’Qlock message to specific audiences, snacking occasions, and dayparts.
The campaign will extend online through targeted display, native, influencers and social to inspire usage occasions through recipes and ‘how-to’ content.
Perfection Fresh Australia
Luke Gibson, Chief Marketing & Innovation Officer Kristie Emerson, Marketing Manager (Vegetables) Kiran Afzal, Assistant Brand Manager
Jono McCauley, Creative Strategy Director Ryan Fallowfield, Creative & Branding Director John McLachlan, Operations Director
Daniel Crocetti, Senior Art Director
Tracey Fawcett, Group Business Director
Henry Motteram, Executive Producer Lester Jones, Director
Taryn Mueller, Producer
Jeremy Shaw, Photographer
Take 2 Creative Audio
Greg Crittenden, Audio Engineer & Producer