Launching a new, niche brand in a cluttered supermarket environment, in Australia’s largest supermarket chain, on a low budget, was definitely a challenge. Since we had very little shelf space, we needed to create maximum impact. Our branding needed to capture the attention of shoppers and get them excited and intrigued enough to try something they were completely unfamiliar with.

Our client, Perfection Fresh is one of Australia’s best-known marketers of fresh fruit and vegetables. They noticed a gap in the market to launch a range of seasonal heirloom vegetables, like no other out there. These odd looking, previously unfashionable vegetables, had recently come back in vogue. We were tasked to create this brand from scratch. A new brand name, tone, look and feel. Point of sale posters were needed as part of our launch campaign.

We used the odd-looking nature of the vegetables as our point of difference. The name “Hatters” was chosen to fit their uniquely mad look. We then created quirky profiles for each of the vegetables, along with their very own illustrated characters. These appeared as our point of sale posters to catch shoppers’ attention and lure them into our wonderful world of vegetables.

In the first week alone, over 40,000 Hatters vegetables were sold, totalling more than half a million dollars. This surpassed any equivalent premium product launch across Coles supermarkets. Also, with less than $5000 spent on PR, we managed to reach over 9.2 million people. And the adventure has only just begun!