Taylor’s The Providore’s Choice

The Taylor’s range of sauces, marinades and dressings have long been held in high regard by those with a penchant for the finer tastes – it was often found sold by the top quality food purveyors. Through updated packaging and an improved product mix, the Taylor’s brand team had secured extended ranging within the grocery channel.

The primary objective was then to increase brand and product awareness and provide support for the extended ranging.

Providores are renowned for their care and passion, their love of specialty produce and their authenticity is genuine, so to help generate these providore-led cues and tie them to both the brand and the products, we developed the positioning of “Taylor’s, The Providore’s Choice”.

We sourced two of the leading providores within their respective fields; Adam North of Hopkins River Beef and Deborah Corrigan of Corrigans Produce Farms. But rather than just put a face next to the product, our creative team with the help of food stylist Susan Tilley created one-of-a-kind food-as-artwork pieces with patterns consisting of each providores produce as a back drop.

 

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Frank Health Insurance Campaign

Since the launch of the Frank in 2009, competitors have consistently and overtly encroached upon the “simple, low cost and online” proposition that formed the foundation of the Frank brand.  Compounded by an increasingly marginalised media share-of-voice, Frank was in need of brand refresh to help re-establish itself as the challenger health insurance brand for young people.  The solution?  Shift the brand from a 2D to more contemporary 3D environment, focusing on the younger target market & their cynical relationship with old-school health insurance providers. The ‘no bullshit’ tone of voice and language used has also evolved to become twice as direct, but not at the expense of the charismatic and charming Frank disposition.

 

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