Jerky is a superb source of protein. With consumers now more conscious about what they eat, where it comes from and how it is made, natural locally-sourced products like ANZCO Food’s Nourish Beef Jerky are in demand.
Nourish Beef Jerky spend two years in development. The result is a product Kiwis can feel good about eating. It's created from New Zealand raised, free-range, grass-fed beef, marinated in the finest herbs and spices, naturally preserved and free from MSG or artificial flavours.
To introduce this new range into a competitive gourmet snack market, we helped ANZCO Foods bring it to life with a campaign. Our challenge was to create a campaign that stood out in a market that is highly competitive and dominated by larger brands, and to appeal a larger target market other than males, as jerky tends to be perceived as a masculine product.
We explored background colours, textures and product placement. Bright colours allowed the product to pop and stand out, and the background texture adds mood and presence.
Nourish Beef Jerky is perfectly named. Nourish is a hearty, feel-good word. It suggests flavourful goodness. And it’s the perfect lead for a campaign because it gets the brand name right under the nose of the consumer.
To support the launch of the new brand and product we developed a small-scale campaign to motivate existing and new consumers to 'give Nourish a go'.