When McCain launched Purely Potato, the challenge was to differentiate this natural product from processed chips & wedges.
As art director at BADJAR Ogilvy, I co-created a concept dramatising the pure natural goodness of the product. from here we developed an integrated campaign that reached consumers via TVC, print, shopper, promotion, activation and pr.
The results were a successful category launch and a drawcard promotion that ran again the following year.
We made some noise with a thunderous TVC.
And followed up with bold print that cut to the chase.
And drove customers online to enter the draw for a chance to dig up a golden potato.
For the 'Dig' activation, we flew in five finalists to Melbourne's Federation Square.
The event was broadcast live on Channel Seven's Sunrise, where the winner received a cheque for $20,000 and the brand earned countless eyeballs in earned media.
