Charcuterie or Sherootery?: Hans relaunches its brand with The General Store

Charcuterie or Sherootery? However you say it, Hans is celebrating its cured meats as it re-launches its brand in market.

The campaign was created by The General Store, which was engaged by Primo Foods with the mission of reinvigorating Hans.

Primo Foods general manager of marketing and innovation, Anthony Toovey, said: “Hans is a brand with a proud heritage of delivering quality food, full of flavour. This year we’ve reinvented it with innovation, new packaging and a brand platform – all in a way very true to its origins.”

When approaching the campaign the brand expected to tap into Australians’ desire for indulgent restaurant foods at home, but research found that many people did not know how to best utilise gourmet products or even how to pronounce ‘charcuterie’.

According to Matt Newell, CEO of The General Store, the agency ran with that insight.

“We all love entertaining but it’s a world that is fraught with danger for us Aussies not ‘au fait’ with French pronunciations,” he said.

“Whether it’s canapès, hors d’oeuvres or in this case charcuterie, Hans is here to help make delicious platters (and pronunciations) that little bit easier.”

Toovey added: “This was our first project with The General Store. Their collaborative approach, paired with their levels of creative ambition, was a perfect fit for us.”

The campaign is running on TV, social and in Woolworths stores across the country. The TVC was directed by Photoplay’s Frazer Bailey, who enjoyed “bringing a cinematic lens to the world of Hans.”

“It makes you feel for our leading man,” he said, “so confidently
creating this culinary masterpiece only to be a little embarrassed at the final moment.”


Primo Foods
Anthony Toovey – General Manager, Marketing & Innovation
Paul Tredinnick – Marketing Director
Sarah Ford – Brand Manager
Amity Dent – Marketing Assistant

The General Store – Creative Agency
Steve Carlin – Creative Director
Chris Scott – Creative Director
Darren Bailey – Producer
Cameron Creagh – Editor
Tanya Green – Group Account Director
Madeleine Livesey – Partner & COO
Matt Newell – Partner & CEO

Photoplay – Production Company
Frazer Bailey – Director
Bonnie Fay – Producer
Oliver Lawrance – Executive Producer
Digby Hogan – Editor
White Chocolate – Post Production
Chris Walsh – Stills Photographer

Avenue C (Media)

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