Gregg’s and independent agency Contagion have teamed up on a fun brand platform to launch the food brand’s bold new look.
A staple in Kiwi households since 1861, Gregg’s has revitalised with updated packaging to dial up the sociable side of the brand.
The result, ‘If it’s delicious, it’s Gregg’s’, is a humorous play on the brand’s name and features relatable characters at a classic Kiwi BBQ.
Gregg’s cheeky persona is brought to life through light-hearted comedic films which humanises the brand and emphasises that when you see something truly delicious, you can’t help but want it.
Contagion ECD, Todd McCracken says: “To get people to remember Gregg’s and slip the new packaging in, it made sense to play on Gregg’s name – and then just say it again and again.”
Gregg’s Brand Manager, Rakcha Karan says: “The objective of the campaign was to bring Gregg’s Sauces back to life, making it mean more, to more people. We have already started the journey by resetting our core brand look and feel for today’s consumers through fun, new product label designs.
“For the first time ever, our Gregg’s Sauces range now has a presence on social media (YouTube, Facebook & Instagram), to further re-invigorate this iconic brand. We look forward to continuing the journey with an innovative NPD pipeline.”
Contagion Founder & CEO, Dean Taylor says: “We are super proud to work on this iconic brand. Gregg’s sauces bring people together, whether it’s at a BBQ or round the dinner table. The team has really brought to life the fact that food is much more fun with Gregg’s Sauces.”
The campaign launched in June via online video and social, aligning with the rollout of the new product packaging in-store.
Media Contagion Media
Production Truman Films
Socialites brings Gregg’s to life on social media
Hayley Burrows, Socialites Account Director says the agency was thrilled when Walter & Wild appointed them to launch their iconic Kiwi sauce brand, Gregg’s on social media.
“Even better, they had a brilliant TVC to ‘socialise’, and make our own to reach new audiences far and wide. Through gifs, memes, delicious recipes, an interactive Instagram filter, and a side of #banter with our very own team of community managers channeling their inner ‘Gregg’, we’ve been able to reach over 1 million Kiwis in just a few short weeks, and best of all, we’ve settled a long NZ-wide debate; sauce belongs in the fridge,” she says.