The Challenge

The Native Chip Co. is the only potato chip brand in Australia that showcases authentic Australian flavours such as Murray River Pink Salt, Rainforest Lemon Myrtle and Honey Smoked BBQ with Wild Thyme. The brief was for Percept to come up with creative ad campaigns that would present the brand as proudly Australian, offering premium quality chips with tastes and flavours unique to Australia.

The Solution

Prior to starting work on the creative ad campaigns, Percept undertook a brand audit of The Native Chip Co, looking at its assets, current packaging, and the perceived positioning of the brand. Main competitors in the potato chip market were also analysed to determine areas of opportunity that could be leveraged by the creative ad campaigns.

As a result of the audit, Percept recognised that the clear point of difference for The Native Chip Co. in this space was its purely Australian flavours which became the driving force of the creative ad campaigns. The concept focuses on the beauty of the Australian landscape but more importantly, on the spoken word to convey the authenticity of the unique flavours.

An emotive tone of voice was developed to provide a down-to-earth feeling. Using poetic Australian language to describe tastes, flavours and their effect on the senses, the creative in this ad campaign was aimed at passionate foodies who are looking for something new.

The romance of the poetic statements are brought to life with whimsical, handwritten typography, and a rustic feel adds a touch of earthiness to the creative ad campaigns.