HATTERS VEGETABLES

Short List
TitleHATTERS VEGETABLES
BrandPERFECTION FRESH/COLES
Product / ServiceCONSUMER PRODUCTS
CategoryA01. Posters
EntrantWHYBIN\TBWA GROUP SYDNEY, AUSTRALIA
Entrant Company WHYBIN\TBWA GROUP SYDNEY, AUSTRALIA
Advertising Agency WHYBIN\TBWA GROUP SYDNEY, AUSTRALIA

Credits

Name Company Position
Matty Burton WHYBIN/TBWA GROUP SYDNEY Executive Creative Director
Dave Bowman WHYBIN/TBWA GROUP SYDNEY Executive Creative Director
Russ Tucker Digital Arts Network National Digital Creative Director
Suzanne Keen Integer Creative Director
Dave Brady WHYBIN/TBWA GROUP SYDNEY Creative Director
Georgia Bruton Integer General Manager
Alex Stickler Integer Account Manager
Jessica Wong Digital Arts Network Digital Designer
Ryan Price WHYBIN/TBWA GROUP SYDNEY Illustrator
Anton Petrov WHYBIN/TBWA GROUP SYDNEY Illustrator
Warwick Heathwood WHYBIN/TBWA GROUP SYDNEY Strategic Planner
Helen Waterworth Perfection Fresh Marketing Director
Asheen Naidu WHYBIN/TBWA GROUP SYDNEY Creative Director

Brief Explanation

Launching a new, niche brand in a cluttered supermarket environment, in Australia’s largest supermarket chain, on a low budget, was definitely a challenge. Since we had very little shelf space, we needed to create maximum impact. Our branding needed to capture the attention of shoppers and get them excited and intrigued enough to try something they were completely unfamiliar with.

The Brief

Our client, Perfection Fresh is one of Australia’s best-known marketers of fresh fruit and vegetables. They noticed a gap in the market to launch a range of seasonal heirloom vegetables, like no other out there. These odd looking, previously unfashionable vegetables, had recently come back in vogue. We were tasked to create this brand from scratch. A new brand name, tone, look and feel. Point of sale posters were needed as part of our launch campaign.

How the final design was conceived

We used the odd-looking nature of the vegetables as our point of difference. The name “Hatters” was chosen to fit their uniquely mad look. We then created quirky profiles for each of the vegetables, along with their very own illustrated characters. These appeared as our point of sale posters to catch shoppers’ attention and lure them into our wonderful world of vegetables.

Indication of how successful the outcome was in the market

In the first week alone, over 40 000 Hatters vegetables were sold, totalling more than half a million dollars. This surpassed any equivalent premium product launch across Coles supermarkets. Also, with less than $5000 spent on PR, we managed to reach over 9.2 million people. And the adventure has only just begun!