Kaley’s Kale Chips
Air Dried Not Fried!™
This line was born to sit in the snack aisle of Canadian and American supermarkets. But, how do you get consumers to switch from chips to kale? Who eats kale? And why? 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.