AUCKLAND, Today: Trident is back after a five-year break, rolling out a national brand campaign starting January 27, just in time for the Chinese Lunar New Year, and it will run until March.
With a retail value of $20 million, Trident leads with NZ’s favourite Sweet Chilli sauce and is a top contender in Coconut Milks and Creams. The brand also offers a wide array of cooking and snacking options, from noodles to canned fish.
Kathryn Bardak, Senior Brand Manager at Hutchinsons, says, “Trident is a brand most people have in their pantry, but they’ve been reaching for it for so long it’s become something they don’t really think about – we think it’s time to remind them!”
The campaign will showcase a Masterbrand creative alongside specialised creative for sauces, coconut creams, wet noodles, and instant noodles. These will be featured on Billboards, Smart Panels, and Bus Backs across Auckland, Wellington, Christchurch, and Dunedin, with a budget of $680K for 2025.
“Trident is a brand most people have in their pantry, but they’ve been reaching for it for so long it’s become something they don’t really think about – we think it’s time to remind them!” – Kathryn Bardak
Bardak adds, “This new campaign is the next step to realise the vision of building the brand to be the go-to authentic Asian brand for New Zealand’s shoppers, continuing to add NPD that gives an authentic cooking experience or snacking options, meeting current consumer needs.”
“Trident has an incredible array of products that are more relevant than ever to Kiwis. We all seem to have less time for cooking, and we tend to cook the same things again and again – often stuck in meal ruts.
Trident solves both these problems by serving up all the flavour and flair of Asia in a flash,” explains Martin Yeoman, Strategy Partner at The Enthusiasts.
Jamie Hitchcock, Creative Partner at The Enthusiasts, notes, “Trident finds inspiration from all over Asia for its products and we wanted this to come through in the work – the energy, spontaneity, deliciousness, and sensory overload of the region – all summed up with the campaign line ‘Crazy quick. Crazy good.’
Trident is familiar and it has a set of well-established and arresting pack design assets. We wanted to make these central to the art direction, connecting any comms to the product on the supermarket shelf.”
CREDITS
Creative & Strategy: The Enthusiasts
Illustrator: Joseph Qiu, Watermark
Watermark Producer / Creative Director: Phillip Small
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