Chris’ Dips

BRAND CAMPAIGN

CHRIS’ DIPS

Brief
Chris’ Dips is a proud Australian owned heritage brand, producing and manufacturing quality dips since 1982. Red Crayon was appointed by Chris’ Dips to develop and execute their 2023/24 brand campaign. Recent research had shown that brand awareness (especially prompted) needed improvement. Our 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.

Solution
Our initial immersion included a thorough review of all supplied brand health and research data alongside independent desktop and competitor research. We then facilitated a series of collaborative workshops with the Chris’ leadership teams and ownership group to define and agree on the brands positioning, USP, objectives and audience segmentation. This strategy was then used to inform the creative concept, messaging hierarchy and media channel plan. 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. Whilst 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 instore activations and POS within select Woolworths stores and an integrated radio sponsorship segment.

Result
The campaign has been well received by the client and went live on the 23rd of October 2023 with great initial market feedback. We will continue to track progress and look forward to analysing results upon the campaigns conclusion in March 2024.

Services
Strategy, Campaign Creative, Copywriting, Media Planning & Buying, Video & Photography