Case Study: Kaley's Kale Chips.
Kaley's Kale Chips
Air Dried Not Fried!™
One of our most challenging projects to date came with a simple request: create a a new brand for a new type of Kale Chip.
The planned retail product placement proved to be our biggest challenge. This line was born to sit next to typical snack offerings in national Canadian and American supermarkets. But, how do you get consumers to switch from chips to kale? Who eats kale? and why? These were the questions we knew we would have to answer.
In our solution we took the attention away from kale and focussed squarely on flavour: "if you love bacon... you will love this" became our approach. The better-for-you message was viewed as a bonus consumer discovery, not the primary driver. Aided with tight photographic art direction and clever copywriting a sought after brand was born.