Simplot and Cummins&Partners remind Aussies to “Roll Home With a Chiko”
Cummins & Partners Melbourne and the good folk at Simplot today launch the new work for Aussie icon Chiko Roll in a campaign featuring a jingle, a doyen of television and a useless piece of plastic.
An advanced behavioural insights deep-dive, extensive segmentation audit and rigorous exploration of consumer motivations revealed the compelling observation – Aussies still reckon Chiko Rolls are grouse.
“Chiko Rolls were the original one-handed snack”, explains Brand Detective, James Bennett. “But people needed a reminder of the best occasion to enjoy them. We observed people’s behaviour on the way home from the Fish & Chip shop and observed that 86.7% of Aussies stole a chip from the bag before getting home. This was our opportunity for Chiko Roll. This one-handed snack would become the perfect meal before the meal”.
However, further cultural trend analysis showed that in this modern media landscape, consumers are overwhelmed with messages on a daily basis and the re-launch of Chiko needed a radical approach to cut through.
“We needed a jingle”, said Executive Creative Director, Ben Couzens. “And a promotion that enabled more Aussies to enjoy a Chiko Roll more often”.
The ‘Roll Home With a Chiko’ work launched this weekend in Fox Footy’s retro round and continues across a variety of channels including online, TV, PR, radio, social media and in fish n’ chip shops right around the country.
A lot of handy people lent a hand to get this handy campaign up and running, so let’s give them all a hand…