I'm drawn to Heinz

How about this for brand recall? To be fair it’s a bit like Hoover. Top draw work though from Heinz.This is also another great example of true 360’ thinking. Love the fact they also used the research as part of the actual campaign output.

Maggi Fish Sauce Launch

Some work I was involved in from a Creative Director's perspective, Nestle Maggi new launch of their fish sauce. I was pleased with this piece in the idea and art direction which translated from TV, digital into paid and earned media channels. A complete 360 degree marketing campaign. If you know anything about Vietnam you'll know the Vietnamese love their food and I mean love their food!! Communities are built around food, the sharing of stories, and families still sit around the dinner table. Which is wonderful to see and hear. We played to that human interaction and it became a good way to share our story from Maggi on how they salt and barrel their black anchovies from Phu Quoc this gives its unique premium taste. #HatTip to all the people who we're involved in making this happen, you know who you are, a great project to be involved in.

Very Krafty

Towards the end of last year, Kraft decided to renove all articial flavours, perservatives and dyes from its popular Macaroni and Cheese product. But when Kraft informed its customers of the imminent change, it was met with strong resistance. Social media lit up with moans and complaints from fans saying they will stop eating the product if they change. Now for the Krafty bit; with advice from their agency CP&B - their response? Don't tell them!! So what did they do? So for 3 months around the end of 2015, Kraft quietly started selling the new product in the old packaging, and the changes was only announced in very small type on the packs. Kraft sold 50 million boxes, which is standard in 3 months, so no complaints, they then launched the campaign' We'd invite you to try it, but you already have' - the whole idea was don't advertise (How ironic coming from an ad agency) That’s what you call real problem solving in marketing - not trying to over analysis, or use tech for tech sake, or do a big old production number – it just comes down to one thing; smart thinking.