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.”