A cut above the competition
Client
Heartland Potato Chips
Services
Creative Design
Industry
FMCG
The only 100% New Zealand owned and operated potato chip company, Heartland is a true home-grown success story. Based in South Canterbury, the Bowan family manages the entire process from paddock to packet. They grow the potatoes, cook the chips and distribute them throughout New Zealand, Australia and Singapore. The business is independent, authentic and totally committed to making great tasting chips.
- 10 year legacy relationship
- Crunchy growth in market share
- Most loved (unofficial) World Cup brand
Be seen or get binned
Heartland operates in one of the most competitive categories on the planet, fast moving consumer goods (FMCG). They face off against massive global conglomerates in a cluttered visual environment, browsed by notoriously fickle shoppers. Without the right packaging, product lines and brand support, Heartland continually runs the risk of losing favour with all-important grocery buyers. They need to keep evolving in order to maintain market share and keep their place on shelf and in pantries.
Bold packaging, innovative products, authentic storytelling
Our strategy focused on taking a brand that was already good and making it incredible by amplifying its visual presence and shining a light on its origin story. In terms of packaging design, radical changes can alienate shoppers. Recognising this, we took an evolutionary approach, adjusting the colours, imagery and type to make the packs pop. We also acted as a strategic partner for new product development, identifying gaps in the market where Heartland\'s integrated business structure could secure solid wins. This included proposing innovative ideas like NZ\'s first kettle-wave chip (Extreme Crunch), a salt-reduced option (the infamous "Nude" range), and limited edition flavours that tapped into the Kiwi zeitgeist. Our advertising approach was equally strategic. Rather than exhausting budget on nationwide TV, we used \'deconstructed television\' by pairing billboards with radio ads. This allowed us to convey the full Heartland story with minimum investment and maximum cut through.
Packaging design
We reinvigorated Heartland chip packs with bolder, more impactful packaging across the range to improve recognition and grow shelf real estate.
New product development
Our team was instrumental in developing and launching several successful lines, including 'Nude', 'Thickest of the Thick,' and the 'Tokyo Tang' wasabi flavour, timed to coincide with the All Blacks World Cup campaign in Japan.
Advertising campaigns
Over a 10 year period, we backed up the brand with successful campaigns that combined radio ads voiced by Bowan family members with big, bold billboards to drive on-shelf recognition.
We're immensely proud of the many milestones we achieved with Heartland over our 10-year partnership, helping a local family business grow into a dominant New Zealand snack brand. While we no longer play an active role, we still love a good crunchy chip. If you're ever feeling peckish pop in to see us – we've always got a cupboard full of Heartland in the office kitchen.
10+
Years of brand partnership
100%
NZ owned & operated
#1
Unofficial World Cup product in Japan
Massive market share growth
During our 10 year partnership, Heartland saw outstanding growth in market share, successfully carving out significant shelf presence despite pressure from multi-national brands.
Loyal fanbase
The Tokyo Tang flavour was so successful it was rated by reporters as the best product associated with the World Cup in Japan, despite not being an official sponsor.
Independent integrity
In a brand-eat-brand world, the Heartland business has maintained its independence and remains a top choice for Kiwis.
Share this project
Previous project
Heart Foundation Home Lottery
Next project
Barenbrug