True Cooks Up First Campaign for Ingham's With Parent-Targeted Snack Strategy

True and Ingham’s give parents the ultimate bargaining snack in a new campaign, the first work done for Ingham’s by True as part of their new partnership.

Crunchier than a bowl of cornflakes and with the power to remove hands from gaming controllers, Ingham’s Crunchy Buttermilk Fixx is what every parent has been waiting for.

It’s a quick, easy way to FIXX all those little family arguments and get smiles all around.

The campaign brings everyday family truths to life. True creative director Matt Heays said, “Ingham’s Crunchy Buttermilk Fixx are more than a delicious snack, they’re a tool to make lives easier. The campaign taps into pain points any parent will know.” Visually, the campaign takes its cues from the packaging, designed by Onfire Design.

Two weeks in, the campaign is already getting great results. Ingham's head of marketing and category Ben Ward said, “We’re stoked with the work and the response it’s already getting from Kiwi parents. We’ve seen incredible engagement from consumers and a genuine buzz around the brand. Even better, that’s being reflected in sales in supermarkets around New Zealand.”

The campaign will be running across Meta and CTV, as well as YouTube executions targeting parents looking for meal inspiration.

Media agency Together is also using outdoor and in-mall media to target shoppers around supermarkets.