Challenge: Launch a new, premium chip into the Foodservice channel – talking to pubs, clubs, QSR and small scale operators. Given there are many new chips launching in this space – impact and cut through was paramount to get noticed, trialed and adopted.

Solution: B! Brand Design coined the name ‘Edge’ and the campaign line ‘Give your menu the edge’. Building on the unique diamond cut of the chip itself, Edge Cut fries talked directly to the operators, clearly promoting the benefit to their menu. B! Brand organised a consumer promotion in AUS & NZ and collateral included posters, tent cards, aprons, banners and sales materials to aid sell-in.

The results were spectacular with the global team looking to adopt the campaign in other markets.