Nothing’s quite as ‘qlassy’ and ‘qute’ as Qukes, says new baby cucumber campaign

Elevencom has produced a campaign for fresh produce brand Qukes Baby Cucumbers.

Following on from last year’s campaign, the ad replaces the letters ‘C’ and ‘K’ with ‘Q’, to explain the benefits of the vegetable.

The new campaign aims to position Qukes as a snack alternative for adults, after the brand previously built up its consumer base of children. The ad suggests that adults can snack on Qukes on a ‘hiqe’, at ‘worq’, in the ‘qar’, or use them as a ‘swizzle stiq’ in a cocktail.

Jono McCauley, director of creative strategy at Elevencom, said: “Qukes is such a great product to promote – it’s healthy, it’s fun and it’s fast becoming one of Australia’s favourite vegetables. Families responded so well to the original quirky Qukes commercial, it was a natural to extend the campaign to get adults crunching Qukes as well.”

The campaign is set to run across TV and online.


Client: Perfection Fresh

Marketing Manager – Kristie Emerson
Group Marketing Manager – Lee Carnemolla

Agency: Elevencom
Creative Team – Ryan Fallowfield, Jono McCauley, Tim
Arrowsmith, Daniel Crocetti, Olivia Moore
Account Service – John McLachlan, Stephanie Osmond

Production Company: T&DA
Director – Lester Jones
Animator – Julian Burgess
Producer – Nina Salter

Sound: Take 2
Engineer – Greg Crittenden


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