Cummins & Partners create ‘one handed snack’ Chiko Roll campaign
Cummins & Partners Melbourne is behind a campaign promoting the use of a yellow plastic hand designed to hold your Chiko Rollwhile you drive.
A 60-second retro TV ad showcases the hand which is available when you buy two Chiko rolls and send the wrappers to the company.
The campaign appears to contain a road safety message – deliberate or otherwise – with print ads saying: “Keep both hands on the wheel and the other on a Chiko”.
“Chiko Rolls were the original one-handed snack”, Cummins & Partners brand detective, James Bennett, said.
“But people needed a reminder of the best occasion to enjoy them. We observed people’s behaviour on the way home from the fish and chip shop and observed that 86.7% of Aussies stole a chip from the bag before getting home.
“This was our opportunity for Chiko Roll. This one-handed snack would become the perfect meal before the meal”.
The agency added that further cultural trend analysis showed that “in this modern media landscape, consumers are overwhelmed with messages on a daily basis and the re-launch of Chiko needed a radical approach to cut-through”.
“We needed a jingle and a promotion that enabled more Aussies to enjoy a Chiko Roll more often,” executive creative director, Ben Couzens, said.
The ‘Roll Home With a Chiko’ work launched in Fox Footy’s retro round and includes TV, PR, radio and social media.
Credits:
- Agency: Cummins & Partners
- Executive Creative Directors: Jim “Jimbo” Ingram, Ben “Cuzzo” Couzens
- Writer: Adam “Slato” Slater
- Art Director: Regina “Stroombo” Stroombergen
- Global Strategy Officer: Adam “Fezzo” Ferrier
- Brand Detective: James “Jimbo” Bennet
- Designer: Jacob “Jakko” Reading
- Agency Producer: Katherine “Kate-o” Muir
- Group Account Director: Rodney “Moose-o” Mooseek
- Senior Integration Director: Katy “Peto” Peterson
- Creative Services Director: Steve “Stevo” Tortosa
- Song Composer, musician and vocals: Terry “Tezzo” Mann
- Editor: Graeme “Grazo” Philips, Ed “Eddo” Gurr
- HANDY HOLDER:
- Handy Holder Director: Matt “Matto” Weston
- Editor: Matt “Matto” Weston
- Online Editor: Graeme “Grazo” Phillips
- DOP: Liam “Gillo” Gilmour
- Hair/Makeup & Wardrobe: Nadine “Mullo” Muller
- Production Designer: Zoe “Lofto” Lofts
- Sound Engineer: Dylan “Stevo” Stephens, Risk Sound
- Handy Holder Designer: Ed “Eddo” Croll
- Handy Holder Manufacturing: Hot Promos
- Client: Simplot
- General Manager – Seafood, Snacks & Meals – Joint Venture: Adam “Addso” Hanlon
- Marketing Manager Frozen Seafood, Snacks & Components: Ben “Benno” Dalla Riva
- Senior Product Manager: Tim “Timbo” Bower
- PR: Mango
- Account Director: Amanda “Sheato” Sheat
- Account Manager: Lauren “Hunto” Hunt
- Media: Initiative
- Client Director: Georgina “Georgo” Leslie
- Client Manager: Tara “Riddo” Ridolfi
Where do you get a Chiko Roll these days? Is Brand Detective part of the satire? What happened to the Chiko girl?
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They know “handy” is short for handjob right? I don’t think Chiko Rolls are the only tubes that’ll be shoved into that hand
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This is fantastic!! I can’t believe Chicko even have an ATL budget, but my tradie partner who loves a Chicko roll from the local take away shop had a good laugh and now wants one.
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Very clever – I saw the ad on the weekend and rewound to watch it twice, its hilarious. Great cut-through and fun way to reintroduce an old favourite. (I’m on client side – hats off to the mktg team supporting the idea as well as the creative & prodn agency guys)
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As a friend of mine would say, ‘shit idea, badly executed.’
And ‘Brand Detective’? Egads, shoot me.
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