Perfection Fresh celebrates Quke O’Clock via Elevencom and Wavemaker Brisbane
Australia fresh produce company, Perfection Fresh, has launched the latest Qukes Baby Cucumbers campaign, positioning the veggie as the crunchy snack that calms the chaos of a crazy day.
The multi-channel campaign, developed in collaboration with creative agency Elevencom and media agency Wavemaker Brisbane, builds on the quirky spelling of the Qukes® brand name and the idea that any time that calls for a healthy, calming snack is Quke O’Qlock.
“Over the last five years, Qukes has become one of the most successful brands in the fresh produce category, with household penetration growing from 14% in 2018 to more than 35% in 2022,” said Luke Gibson, chief marketing & innovation officer for Perfection Fresh Australia.
“We have an ambition to broaden the brand’s appeal even further by owning the healthy snacking occasion across multiple consumer groups and embedding the mindset that Qukes are the perfect healthy slayer of snack cravings,” Gibson added.
Jono McCauley, creative strategy director at Elevencom, said the agency was keen to build on the distinctive brand assets the agency has established over many years.
“The Qukes campaign is a great example of how you can continually re-arrange a set of building blocks to keep your message fresh and relevant in a way that’s unforgettably linked
to your brand.”
“This new campaign taps into the insight that the world has never been more chaotic, and Qukes are the perfect cure for that chaos,” McCauley added.
The campaign features a TVC and video content in 30, 15 and 6 second formats, with out-of-home to further reinforce the campaign.
Programmatic digital out of home executions will be used to tailor the Quke O’Qlock message to specific audiences, snacking occasions, and dayparts.
The campaign will extend online through targeted display, native, influencers and social to inspire usage occasions through recipes and ‘how-to’ content.
Credits
Client: Perfection Fresh Australia
Luke Gibson, Chief Marketing & Innovation Officer
Kristie Emerson, Marketing Manager (Vegetables)
Kiran Afzal, Assistant Brand Manager
Creative: Elevencom
Jono McCauley, Creative Strategy Director
Ryan Fallowfield, Creative & Branding Director
John McLachlan, Operations Director
Daniel Crocetti, Senior Art Director
Media: Wavemaker, Brisbane
Tracey Fawcett, Group Business Director
Production: The Precinct
Henry Motteram, Executive Producer
Lester Jones, Director
Taryn Mueller, Producer
Jeremy Shaw, Photographer
Sound: Take 2 Creative Audio
Greg Crittenden, Audio Engineer & Producer
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