Our goals for this campaign were very clear:

• Be bold : Stand out in a saturated, competitive and commodity market.
• Be memorable : Make a lasting impression on consumers.
• Embrace the challenger : Challenge the norm, make waves!
• Create a cohesive brand story by representing our unique brand person in all that we do.

These goals could only be met through considering the full spectrum of communications. The way we talk, look and act had to consistently tell the story of Westgold through the lense of our persona.

With carefully considered constraints on media and budget, we weren't just looking for visibility, we wanted impact.  Our solution was diverse, creating work that made every dollar work hard by getting noticed through clever and engaging media, while retaining a consistent message.

This took a two-pronged approach;

• Visually we embraced bold typography and pack imagery to reinforce the brand in a shopper environment
• While super-clever copywriting grabbed attention in a bustling marketing environment.

 The ethos - working smarter, not just harder.