The Challenge
An Ingredient Co-Branding alliance meant that Abes Bagels created the worlds first Marmite flavoured bagel crisp.
The challenge was to create content that people would actually stop and engage with.
Not just see. Which, in social media terms, is the difference between existing and succeeding.
The Insight
People do not engage with products.
They engage with ideas, humour, and things they recognise.
So Pure Kiwi Genius was born….a Kiwi first idea, which we thought was genius!
The Strategy
Develop a social-first FMCG campaign built around personality and relatability.
We created a campaign that focused on:
Humour and everyday insights
Shareable social content
Consistent brand voice
This meant designing content for how people actually behave on social platforms.
At the same time, we ensured every piece of content reinforced the brand.
The goal was to make Pure Kiwi Genius feel:
More engaging
More relevant
More distinctive
Not louder. Just more interesting.
The Creative System
The creative system is built for social interaction.
Visually, the campaign uses bold, simple graphics. As a result, content is easy to recognise and quick to understand.
Typography is clear and confident. Therefore, messaging lands quickly in fast-scrolling environments.
In addition, colour and layout create strong brand consistency across posts.
Content focuses on relatable scenarios and light humour. This makes the brand feel approachable and human.
Across all executions, the system maintains a consistent look and tone.
As a result, the campaign feels cohesive while allowing flexibility for new content.
Ultimately, the work turns everyday moments into brand opportunities.
Because in FMCG, if people are not engaging, they are forgetting.
