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Chapter unleashes The Big Chopper

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By The Drum Team | Staff Writer

December 15, 2010 | 3 min read

Birmingham agency Chapter has created a campaign to launch The Big Chopper, a new chopping board that separates your raw meat and two veg to avoid contamination.

The Big Chopper was designed by Matt Dyson and Matt Sparrow, who say the idea came to them from a joke made at a barbecue "where a mate was [ill-advisedly] chopping his meat and veg on the same board".

Phil Wright, the former CEO and founding partner of Big Communications, joined the duo earlier this year to help bring the product to market.

Wright said: "When the guys first came to me to discuss their ideas I thought, this is a marketer's dream, it's just too good to be true.

"So we conducted some exploratory marketing and price research and found that - despite stiff competition in the kitchenware sector - the potential of The Big Chopper was huge."

Chapter was enlisted to work on a through-the-line launch campaign featuring press ads (see gallery), exhibitions, PR and point of sale.

The agency also created the product packaging for the brand, while website design and online support has been handled by new digital start-up Makalu.

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Chapter's managing director, Mike Rose, said: "The work looks great. We're really proud that we've risen to the challenge!"

The campaign represents Chapter's first work for Dyson and Sparrow's company Seriously Functional Limited, which claims to have more products in the pipeline.

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