The first project we worked on together was an NPD that was very close to launching: a non-alcoholic Bloody Mary mix that would be ranged at supermarkets and bottleshops, allowing customers to simply add vodka and enjoy a tangy and spicy treat any time of the day. As a part of pitching the product to retailers, Sabrands asked us to consider a creative approach to promoting this fairly unique product (certainly unique across Australia).

Our concept leaned on elements of the product and packaging, namely the spicy, red liquid that really stood out from the crowd. Utilising fresh Australian-grown tomatoes and real wasabi as opposed to Tabasco or other hot sauces, the product had an advantage in its different ingredient combination. As such, we produced a concept highlighting red-headed models with their hair flying back, so energised by the delicious, spicy concoction. The headline, “The only mixer with real Wasabi,” was simple and direct, letting the image speak for itself and communicating the core benefit of the product. While the Bloody Mary Mix wasn’t ranged by any brands and faced difficulties in securing consistent supply of product, it was a solid piece of communication that really cut through, at least in our opinion.

Even though we didn’t get any runs on the board with the Bloody Mary Mix, our next project was even better. In 2022, Rosella was looking to relaunch their iconic Tomato Soup product. A staple of Australian homes for over 60 years, their Tomato Soup (originally in cans) had been de-ranged a year prior due to flagging sales and low margins. As a result, Rosella spent the next year reworking everything from the formulation to packaging to marketing material, looking to bring the product back as quickly as possible.

And they delivered, with the new TetraPak-boxed Tomato Soup, accompanied by two other flavors as well. We were asked to produce a launch campaign for the product, aiming for first a Coles print ad as well as a TVC to be aired on Metro and Regional Broadcast TV and digitally across socials and YouTube. Our concept went through several rounds of revision, with extremely tight deadlines leading us to produce the Coles ad ahead of any TVC shoot, with a strong emphasis on bringing the family together. Ultimately, the focus narrowed to prioritizing the longevity of the brand, given how multiple generations of Australians had their own Rosella Tomato Soup memories. The TVC brought this together with the idea that “when it comes to taste, there’s one we all agree on: Rosella Tomato Soup.”

https://www.youtube.com/watch?v=8KmFJjDEJSE

The Rosella Soup TVC had an incredible response, relaunching the product with positive engagement and good sales. While Rosella wasn’t able to support the launch with additional marketing spend over time, those initial results speak for themselves. And though our partnership with Rosella hasn’t progressed beyond these two key projects, we continue to work with Sabrands on some of their other major retail brands, including Sunraysia and Devondale, and look forward to the opportunities that may present out of this relationship in the future.

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Devondale, known for the rich history spanning across five decades in Australian households, is represented under the Sabrands family alongside Australian icons such as Rosella and Sunraysia. Our objective as the agency responsible for the communication of this campaign was to make it more ‘tableworthy’ in competition with other sparkling apple juices, sodas and indeed even alcoholic beverages. The transition from the original stubby bottle to a sleek bottle, reminiscent of European sparkling water bottles helped to elevate the product and in turn, the label had been updated to reflect the premium aspect of Sparkling Apple Juice.

Faith wanted to showcase the products great taste and presence as an iconic brand across Australian households everywhere. Therefore, we developed a short TVC that caught the attention of juice drinkers alike, reminding them of the refreshing, mouth-watering taste of sparkling apple juice, unique to Devondale. We also helped develop the line “Naturally refreshes any occasion” as a testament to the versatility of the product while still reflecting the nostalgic feel of the brand.

In addition, the new website was built efficiently and effectively by Faith’s digital team to maximise the browsing experience and accurately reflect the creative vision of the campaign. A single page, long scrolling experience, the design took inspiration from several European food brands producing products such as olive oils and seafood, all with the view to presenting an elevated experience that was undeniably Devondale.

The results were a really positive relaunch of the Devondale, continuing to support its shelf space in the major retailers. We look forward to the opportunity to continue working with Devondale into the future, including on new product flavours and formats.

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For over 50 years, Devondale Beverages have been a part of the Australian household, with a long brand heritage of delivering fresh sparkling apple juice to the masses. But the last few decades have been difficult for the brand to maintain their foothold in an increasingly diverse marketplace. Incorporated into the Sabrands family in 2018, they now find themselves alongside other Australian icons including Sunraysia, Rosella and CLR.

For the launch campaign, the brief was about highlighting the new product packaging, but also to encourage increased consumption of the product in a variety of settings. The bottle had been redesigned from the older, more traditional ‘stubby’ bottle shape to something a little more sleek, reminiscent of European sparkling water bottles. The label as well had been updated to reflect the higher-end, more premium aspect of the bottle design.

Putting our heads together, we considered how the product should be positioned to our wider audience. Ultimately, we stumbled upon the realisation that for many of us, Devondale Sparkling Apple Juice really had been a part of our lives for a long time, and in many instances had been brought out at almost every occasion. Thus, the idea was born:

Naturally refreshes any occasion.

The brilliance of the line is that each word works hard to promote the product and the brand. “Occasion” isn’t just an event or a regular evening, it’s something more than that; it’s something special. When combined with the word “any”, suddenly the idea that we’re talking about “any occasion”, regardless of if it is fancy or relaxed, opens endless possibilities. “Refreshes” speaks to changing up what makes these occasions special; sure, you might usually go to sparkling water or alcohol, but for something a little different, a little special, maybe consider Devondale Sparkling Apple Juice. And of course, “Naturally” refers to the high-quality formulation of the product, with nothing but apples making up its delicious taste.

This positioning line really set us on a pathway to success. We developed a series of images for social media, a brand new TVC promoting the concept, and a dynamic and inspiring website design, something that we’re incredibly proud of. All the imagery used in our campaign highlights the variety of different occasions where you might want to bring out the new Devondale bottle. While it’s too early to gauge the success of the campaign, we’re quite pleased with how everything has come together.

If you need assistance with anything from brand strategy, product or packaging design, creative inspiration, website development, social media management or video and content creation, don’t hesitate to get in touch with us today!

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The brief from Sunraysia was to increase relevancy amongst existing and new consumers across their entire range. While their products have been incredibly popular, the challenge to connect with younger generations and reconnect with lapsed users is ever-present. With a range of products with a cross-section of competitors, working to promote Sunraysia as a brand without a specific focus on product was equally difficult.

We first considered how best to communicate their competitive advantage. The ability to position Sunraysia as a first mover, specifically around prune juice, had long dissipated. And while their juices are 100% natural, they aren’t made in Australia. Without a significant distinction between their product and its competitors, we sought instead to position the personal benefits that Sunraysia’s products provide and create a unique brand based connection.

With previous taglines including “natural, nutritious and delicious”, “feeling great from the inside” and “helps get the most out of your day, naturally”, we wanted something that Sunraysia could own. Initially, we considered a healthy glow, but felt instead the positioning should be that Sunraysia was the only product to help enhance your life in general.

As such, we landed on the idea of “Make Every Day a Sun Day”. What does it mean? Well, Sundays are typically the day that everyone has to themselves, to do what needs to be done. No more school, no more work, no more chores or errands, just the chance to sit back and relax. We felt that by cleverly connecting Sunraysia with this idea, no matter what product our customers enjoyed or when they consumed it, they could also sit back and relax.

This campaign has appeared in a range of media, including organic and paid social media activity through Facebook and Instagram, programmatic digital display advertising across a wide array of websites, a newly revised landing page and of course streaming television including on 10Play, 7Plus, 9Now, SBS On Demand and Foxtel Go as well. With a sharply produced, 15-second video spot, coupled with an assortment of digital assets, our campaign had a significant reach across our key target audiences.

While the initial results are still in progress, we’ve had a very positive reaction from both internal and external stakeholders for Sunraysia. We look forward to continuing to work with this iconic Australian brand in the future. For advice and guidance on any aspect contained within this story (be it strategic direction, creative design, digital development, social media or media strategy), please reach out and get in touch!

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