YUMMY TUMMY KOALAS by Landor Sydney for George Weston Foods

Adsarchive » Design & Branding » George Weston Foods » YUMMY TUMMY KOALAS

YUMMY TUMMY KOALAS

Pin to Collection
Add a note
Industry Baking, Cakes & Desserts
Media Design & Branding
Market Australia
Agency Landor Sydney
Executive Creative Director Mike Staniford
Creative Director Nichola Dearn
Designer Jefton Sungkar
Released June 2011

Awards

Cannes Lions 2011
Design Lions ii. Core FMCG Bronze

Credits & Description

Category: ii. Core FMCG
Advertiser: GEORGE WESTON FOODS
Product/Service: YUMMY TUMMY KOALAS
Agency: LANDOR ASSOCIATES
Date of First Appearance: Jun 10 2010
Entrant Company: LANDOR ASSOCIATES, Sydney, AUSTRALIA
Executive Creative Director: Mike Staniford (Landor Associates)
Creative Director: Nichola Dearn (Landor Associates)
Design Director: Ben Chandler (Landor Associates)
Designer: Jefton Sungkar (Landor Associates)
Client Manager: Belinda Tainsh (Landor Associates)
Media placement: Koala packaging - supermarket - June 2010

Describe the brief from the client
Top Taste approached Landor with a simple brief: develop a brand for a snack-sized koala shaped mud cake that comes in three flavours. It must be bursting with personality, appeal to kids of all ages and stand out from every other snack product in the supermarket.

Describe the challenges and key objectives
To give the product shelf appeal without losing the product's unique character. How to think about brand engagement after point of sale. How to make the them memorable and distinctive in a crowded snacking market category.

Describe how you arrived at the final design
We created a family of characters and drove the entire brand story through the family personalities of Kevin, Bruce and Cath, our three koala characters. Fun typography and lively illustrations brought them to life, along with a profile on each of them, printed on the back. Packs also contained stickers so that kids could personalise the koalas with accesories.

Give some indication of how successful the outcome was in the market
Without any marketing support the brand achieved 26% in sales above forecast in the first 16 weeks. It grew Top Taste's share of the competitive snacking cakes segment by an impressive 1.4%.