Tapping the insight that the world has never been more chaotic.
Qukes Baby Cucumbers is being positioned as the crunchy snack that calms the chaos of your crazy day in a new campaign from Perfection Fresh and creative agency, Elevencom.
The multi-channel campaign, which was developed in collaboration with creative agency Elevencom and media agency Wavemaker Brisbane, builds on the quirky spelling of the Qukes brand name and the idea that any time that calls for a healthy, calming snack is Quke O’Qlock.
The campaign will feature TV and video content airing across multiple screens with 30, 15 and 6 second formats. Out of home will further reinforce the Quke O’Qlock creative device.
Luke Gibson, chief marketing & Innovation officer at Perfection Fresh Australia, said: “Over the last five years, Qukes has become one of the most successful brands in the fresh produce category, with household penetration growing from 14% in 2018 to more than 35% in 2022.
“We have an ambition to broaden the brand’s appeal even further by owning the healthy snacking occasion across multiple consumer groups and embedding the mindset that Qukes are the perfect healthy slayer of snack cravings."
Jono McCauley, creative strategy director at Elevencom, said: “The Qukes campaign is a great example of how you can continually re-arrange a set of building blocks to keep your message fresh and relevant in a way that’s unforgettably linked to your brand.
“This new campaign taps into the insight that the world has never been more chaotic, and Qukes are the perfect cure for that chaos."
The campaign will extend online through targeted display, native, influencers and social to inspire usage occasions through recipes and ‘how-to’ content.
Campaign Credits:
Client: Perfection Fresh Australia
Luke Gibson, Chief Marketing & Innovation Officer
Kristie Emerson, Marketing Manager (Vegetables)
Kiran Afzal, Assistant Brand Manager
Creative: Elevencom
Jono McCauley, Creative Strategy Director
Ryan Fallowfield, Creative & Branding Director
John McLachlan, Operations Director
Daniel Crocetti, Senior Art Director
Media: Wavemaker, Brisbane
Tracey Fawcett, Group Business Director
Production: The Precinct
Henry Motteram, Executive Producer
Lester Jones, Director
Taryn Mueller, Producer
Jeremy Shaw, Photographer
Sound: Take 2 Creative Audio
Greg Crittenden, Audio Engineer & Producer
