Integer create vegetable brand and campaign for Coles
Sydney marketing agency The Integer Group has created a new vegetable brand for client Coles as part of the chain’s first range of seasonal summer vegetables.
The Hatters range has been developed for Coles
In a statement announcing the launch, Integer said it had created the brand from the ground up, including management of all creative and digital elements.
The execution is via a character, Livingstone R. Rabbit, the voice of the brand.
“Integer has done an exceptional job in developing an outstanding brand with personality. It’s not an easy task to make fresh produce exciting but working with the team, both strategically and creatively; we have been able to add new life and interest to the fresh produce area of Coles,” said Daniel Williams, business category manager.
“Our customers will discover new ingredients, new flavours, new colours and new ways of cooking.”
Georgia Bruton, Managing Director Integer, said: “Hatters has been a wonderful project to work on – something we are all extremely passionate about. This recent introduction into the market is just the start. We look forward to bringing Australians many more whimsical, wonderful and delicious vegetables each season over the years to come.”
The campaign is being executed in March 2014 with a social media campaign, activations and in-store sampling and demonstrations.