Sugar & Partners and Unordinary feeling chipper over new range

Most of us have fond memories of iconic Kiwi brand Mr Chips, and now Sugar & Partners and Unordinary have strengthened their friend-chip by collaborating on relaunch work for the brand.

Seven new varieties in the new frozen chip range have just been released into New World.

The brief included an all-new brand positioning strategy, pack design and supporting comms.

Unordinary Creative Director Matt Hammond says: “Unordinary spent a lot of time crafting a packaging solution that offers consumers a clear and fresh choice in a very crowded, price-driven me too category. 

“We think it looks great in the chillers and breaks the category norm in a nicely disruptive way – always an important consideration for any successful product launch.”

Sugar & Partners Brand Strategist Jeremy Johnston adds: “This is a brand that you remember from when your dad took you to speedway for some mean-as crashes and hot chips. Now it’s being reintroduced to a whole new generation that appreciates good old-fashioned ingredients, but with even greater expectations of quality and freshness. 

“Their delicious new restaurant-quality Agria range is a real point of difference too.”

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