The go-to since '82.
Creative agency Red Crayon has launched the latest campaign for Chris' Dips, an Australian owned heritage brand, producing and manufacturing quality dips since 1982.
Red Crayon was appointed by Chris’ Dips to develop and execute its 2023/24 brand campaign. Recent research had shown that brand awareness (especially prompted) needed improvement.
The agency's brief was to first establish a brand campaign strategy that builds awareness, consideration, and preference within the market and then execute this effectively to maintain market share during the competitive peak summer entertaining season.
The creative concept brings the Chris’ brand and dipping experience to life through multiple usage occasions and various relatable personas.
The idea that 'Chris’ never misses' speaks to the consistent quality, taste and flavour Chris’ Dips are known for. The new tagline of “the go-to since 82" hero’s the heritage of the brand and its ability to stand the test of time.
The media strategy was led by the brand awareness objective, audience segmentation and media consumption data. This resulted in a full funnel, omnichannel approach with placements across TV, radio, META, YouTube, and display.
The campaign will be further supported via in-store activations and POS within select Woolworths stores and an integrated radio sponsorship segment.