AUCKLAND, Monday: Freeman’s Bay full-service indie Contagion has teamed up with Gregg’s to produce a “fun” new brand platform to launch their “bold, new look”.
Contagion ECD Todd McCracken said: “A staple in Kiwi households since 1861, Gregg’s has revitalised the brand with new packaging, dialling up the fun and sociable side of Gregg’s.
“The resulting brand platform, If it’s delicious, it’s Gregg’s, is a humorous play on the brand name, featuring relatable characters at a classic Kiwi BBQ.
“The ads bring to life Gregg’s cheeky, fun persona through light-hearted comedic films. The idea was to humanise the brand and remind people that when you see something that is truly delicious, you can’t help but want it.
“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.”
“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 said: “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 reinvigorate this iconic brand. We look forward to continuing the journey with an innovative NPD pipeline.”
Contagion founder/ceo Dean Taylor said: “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 have really brought to life the fact that food is much more fun with Gregg’s Sauces.”
The campaign launched in early June through online video and social, aligning with the rollout of the bold, new product packaging now in stores.
CREDITS
Creative: Contagion
Media: Contagion Media
Production: Truman Films
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