Project: Amazing Muesli
Client: Hubbards Foods
Expertise: Brand Campaign
Finding The Love: Becoming relevant and #1 again.
Reinvention can do many things; realign your brand, drive sales to stratospheric places and get hearts beating again. From our side, we get a simple buzz from seeing brands spark back to life again. And of course the accompanying results. One such buzz came from our brand reboot for the good folk at Hubbards.
After a long stint as a tired number three with zero brand presence, Hubbards, the original L'enfant terrible of New Zealand cereal wanted to regain the number one spot. With a severe identity crisis and poor public engagement, nothing short of a top-to-bottom Reboot was needed.
Working closely with the newly-appointed senior management team, we quickly realised the Hubbards’ brand wasn’t broken; it just needed its mojo back. Flipping things on its head, we immediately stopped them acting like a big company and started to behave like a start up. This meant we could effectively become a brand that spoke and listened to people on a personal level, starting with a simple ‘hello’.
Developing the friendly personality and tone-of-voice, we then positioned the brand around the strategic yet philanthropic statement ‘Make good food. Then make a difference’. Next, we aligned the personality across all brand touch points culminating in a launch campaign for the new ‘Amazing Muesli’ range.
With hats doffed to co-creators Perry Bradley from Film Construction & Assembly’s Jonny Kofoed for their film and animation work, plus Coats Design for packaging, the resulting campaign kickstarted a cycle of events that has seen Hubbards regain its number one position as market leader for three consecutive years (and counting).
Brand strategy, creative strategy, creative direction, art direction, copywriting, graphic design, illustration, packaging, social media, website design, project management, production management & execution.
*Hubbards Foods was sold to Walter & Wild.