STRAWBERRY by Grey Kuala Lumpur for Fluff & Stuff

STRAWBERRY

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Industry Confectionery & snacks, Biscuits
Media Design & Branding
Market Malaysia
Agency Grey Kuala Lumpur
Art Director Phoecus Lee
Copywriter Alex Wong
Illustrator Vince Low
Released April 2011

Credits & Description

Category: Illustration
Advertiser: FLUFF AND STUFF
Product/Service: COOKIES
Agency: GREY GROUP KUALA LUMPUR
Date of First Appearance: Apr 9 2011
Entrant Company: GREY GROUP KUALA LUMPUR, MALAYSIA
Group Executive Creative Director: David Sin (Grey Group Kuala Lumpur)
Art Director: Phoecus Lee (Grey Group Kuala Lumpur)
Copywriter: Alex Wong (Grey Group Kuala Lumpur)
Illustrator: Vince Low (Grey Group Kuala Lumpur)
Media placement: Foods - Shops And Cafes - 9 April 2011

Describe the brief from the client
Fluff and Stuff is well known for its baked cookies. In fact, their best-selling product is their range of sandwich cookies that has a variety of different flavours. The brief was to increase sales by increasing their customer base and spread the good word of their tasty cookies.

Describe the challenges and key objectives
• Awareness: Get people talking about our product by encouraging them to taste.
• Market Share: Go up against the big franchises with a daring and differentiating approach.

Describe how you arrived at the final design
The strategy was to use a provocative approach that would gain the attention of new customers and at the same time give our loyalists an easy message to share with their friends.

To do this, we created these illustration pieces so it stands out from our competitors, who would normally use real-life photography or showcase their products. We wanted to first grab their attention and reward them with the take out.

Give some indication of how successful the outcome was in the market
• Generated lots of Word-of-Mouth amongst consumers and competitors.
• Increased sales by 28%.
• Improved loyalty and affinity amongst loyal consumers that often congratulate/quote the ads.