PECKISH
SNACK WITH ATTITUDE
CLIENT
Monde Nissin Australia
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
Peckish was being mimicked and at risk of being commoditised. We needed to create distinctiveness and balance out the healthier proposition with flavourful enjoyment.
Building on rice crackers 'better for you' occasions, there was also opportunity to create a range that spoke to more discernment for consumers wanting to explore new flavours and trends.
THE SOLVE
We injected excitement and flavour into the Peckish brand whilst staying true to its reason to believe and the permissibility of rice. Bold colours, graphic shapes and textures celebrate the flavour-packed air baked layers in every cracker.
The Fancies range brings the light-hearted personality of Peckish with it. Imagery is lush and dimensional and the dark background highlights the swipe of flavour elevating Peckish Fancies to a more premium experience.
+80%
Promotional pricing lifted from $0.99 to $1.79 over five years, bringing profitability back to Peckish.
+8%
increase in brand awareness in one year (2018) after Fancies launched. This allowed Peckish to fully evolve from a healthy-ish rice cracker into a snacking brand.
SOURCE: Head of Marketing, Monde Nissin Australia. July 2024.
