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Simplot Reminds Aussies to 'Roll Home With a Chiko' in New Campaign via Cummins & Partners

cummins&partners, 1 month, 3 weeks ago

New campaign for the perfect one-handed snack.

Simplot Reminds Aussies to 'Roll Home With a Chiko' in New Campaign via Cummins & Partners

Cummins & Partners Melbourne and Simplot have today launched the new work for Aussie icon Chiko Roll in a campaign featuring a 2 minute 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.

Says James Bennett, brand detective, C&P Melbourne: "Chiko Rolls were the original one-handed snack. 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."

Screen Shot 2016-08-01 at 8.42.46 am.jpgHowever, 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.

Says Ben Couzens, executive creative director, C&P Melbourne: "We needed a jingle 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.

Agency: Cummins & Partners
Executive Creative Directors: Jim "Jimbo" Ingram, Ben "Cuzzo" Couzens
Writer: Adam "Slato" Slater
Art Director: Regina "Stroombo" Stroombergen
Global Strategy Officer: Adam "Fezzo" Ferrier
Brand Detective: James "Jimbo" Bennet
Designer: Jacob "Jakko" Reading
Agency Producer: Katherine "Kate-o" Muir
Group Account Director: Rodney "Moose-o" Mooseek
Senior Integration Director: Katy "Peto" Peterson
Creative Services Director: Steve "Stevo" Tortosa

Roll Home With a Chiko song:
Song Composer, musician and vocals: Terry "Tezzo" Mann
Editor: Graeme "Grazo" Philips, Ed "Eddo" Gurr

Handy Holder:
Handy Holder Director: Matt "Matto" Weston
Editor: Matt "Matto" Weston
Online Editor: Graeme "Grazo" Phillips
DOP: Liam "Gillo" Gilmour
Hair/Makeup & Wardrobe: Nadine "Mullo" Muller
Production Designer: Zoe "Lofto" Lofts

Sound Engineer: Dylan "Stevo" Stephens, Risk Sound
Handy Holder Designer: Ed "Eddo" Croll
Handy Holder Manufacturing: Hot Promos

Client: Simplot
General Manager - Seafood, Snacks & Meals - Joint Venture: Adam "Addso"
Marketing Manager Frozen Seafood, Snacks & Components: Ben "Benno" Dalla Riva
Senior Product Manager: Tim "Timbo" Bower

PR: Mango
Account Director: Amanda "Sheato" Sheat
Account Manager: Lauren "Hunto" Hunt

Media: Initiative
Client Director: Georgina "Georgo" Leslie
Client Manager: Tara "Riddo" Ridolfi