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Warburtons in snack brand launch

Strategic design agency, Anthem Worldwide has designed two exciting new snack brands for Warburtons, as the UK’s number one branded baker targets the snacking market.

Anthem Worldwide, which has worked for over six years with Warburtons, was briefed to ‘push the boundaries’ and take a bold creative approach to the brand identity and packaging to create cut through in the crowded snacks fixture. The agency has created ChippidyDooDaa Pitta Chips and SnackaDoodle Wholegrain Snacks which are due to launch on-shelf on March 15, 2010.

Anthem created the complete ChippidyDooDaa and SnackaDoodle proposition of names and characters, giving both their own strong personalities and messaging to create distinction, recognition and engagement.

The creative, using bold typographic style which took inspiration from the iconic Saul Bass film posters of the 1960s along with flat blocks of colour, was chosen because it is striking and quirky enough to be seen amongst the noise of the fixture and original enough to invite people of all ages to try it.

The chatty and down to earth tone of voice begins with the characters through the product names and typestyle and onto the back of the packs. The ChippidyDooDaa and SnackaDoodle characters were designed to take a life of their own across various media, including websites and in-store POS, in the £1million marketing campaign Warburtons has created to communicate the launch of the range.

Activity is set to include digital, trade and consumer advertising as well as in-store activity and PR. Additionally, the launch will be supported with outdoor advertising and branded delivery trucks.

Jason Uttley, New Business Director at Warburtons, said, "The design of ChippidyDooDaa and SnackaDoodle really delivered on the brief - memorable, challenging and confident in a warm, friendly and fun manner.

"It picks up category cues but feels a little different in a positive way, and its simplicity makes it easy to translate into other media. It was a difficult brief, and yet the concept we went with right from the beginning is very close to the packs you see on shelf. Most importantly - people smile when they see the packs.”

AJR
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