red’s key challenge was to create a RTE-sausage snack brand that appealed first to kids and then reassured the product purchaser of their choice – the kid’s moms.
red positioned and created a category-breaking, Jupiter Foods / SoYumm endorsed brand called ‘Ngon’ (delicious).
red created an distinctive and appealing ‘Planet Ngon’ story whereby kids were invited to eat the product and enter the magical Planet Ngon, to join a “Hero Team’ of characters with special powers and the mission to protect Planet Ngon’s “special secret recipe’ from sleepy, grumpy, lazy ‘baddies’.
Red created the brand packaging design for a range of product variants which also communicated a range of product nutritional benefits and the SoYumm ‘farm-to-fork’ product promise to build brand trust, nutrition and quality cues amongst mom’s.
The concept also inspired a supporting range of integrated marketing communications touch-points – including a digital game and TVC – to introduce and launch the brand into the Vietnam market place. The success of the brand and launch has resulted in a shortage of the product in the market!