The brief: To increase the number of café customers who stock Hub Gourmet Pies.
We created the Hub Chef character – a Gordon Ramsay-type chef with heaps of attitude – and redesigned the packaging with natural paper bag texture, big windows to enable the pie to be seen, easy to read flavour names and mouth-watering descriptions.
In order to excite the café customers and encourage stocking, a range of POS tools – including a sales presenter introducing the new look range, a counter card and pie warmer stickers – was developed.
The brief: Reposition the Classic Pie range to strengthen The Goodtime Pie Co. credentials as a fun Kiwi made brand.
Each pack features a Kiwi icon, with a quirky Kiwi quote and fun story all designed to give the pie eater a bit of a chuckle… “That’s classic Kiwi”. The relaunch of the range was also supported with a sales presenter, counter cards, pie warmer stickers and pavement stands.
The new Kiwiana packaging has created great excitement in the market with sales up greatly since the launch. Interest in the range has been shown from several export markets who love the Kiwi-made stories.