Simson’s Pantry reimagines wraps with bold new look and campaign
Simson’s Pantry has launched a refreshed brand identity and campaign, positioning wraps as versatile food items.
The announcement:
Australian-owned wrap and flatbread brand Simson’s Pantry has unveiled a bold new campaign and look, celebrating wraps as the blank canvas for flavour and creativity. Anchored by a social-first activation, the refresh repositions wraps as a versatile staple for modern Aussie households – their launchpad to tasty town.
With Simson’s Pantry now the fastest-growing wrap brand in the country, the relaunch positions the brand as a category innovator, offering diverse options from better-for-you wraps to pizza bases, naan, roti and souvlaki flatbreads.
The refresh created by design studio Disegno and brought to life through the Wrap Lab experience executed by Arize Communications signals a reset for Simson’s Pantry, summed up in the brand’s cheeky new tagline: Absolutely Wrapped.
For its official launch, Simson’s Pantry staged The Wrap Lab, an influencer-first event designed to break wraps out of the roast chook and salad conventions and into the world of viral kitchen creativity, bringing the brand’s ‘wraps reimagined’ vision to life. Hosted by food personality Alice Zaslavsky, the guest list of leading Melbourne tastemakers and creators experimented with late-night snacks, air fryer hacks, dessert wraps and even lasagne stacks.
The Wrap Lab was engineered for Instagram Reels and TikTok trends, generating more than 100 pieces of creator content of the night and reaching a combined audience of 1.6 million followers.
Mark Malak, general manager of marketing & growth at Simson’s Pantry, said: “Wraps are having a moment. We’re reimagining them as the go-to staple for every occasion – from entertaining and snacks to mealtime favourites. This refresh is about celebrating creativity in the kitchen and showcasing just how versatile a pack of Simson’s Pantry wraps can be, no matter the time of day or cuisine: there’s not much you can’t create with a wrap as your culinary canvas, sweet or savoury.”
Honi Rosenwax, CEO of Arize Communications, said: “Our brief was simple but ambitious – make a supermarket staple culturally relevant. The Wrap Lab turned the chaos of cooking into a flavour playground, the perfect proof-point for launching a social-first FMCG brand that knows how to play in culture.”
Aaron Turner, partner and head of strategy at Disegno, said the refresh was about “making Simson’s Pantry visible – not just on shelf, but in culture. We built a brand that feels in tune with the way Australians eat now: vibrant, confident and designed to move effortlessly from the lunchbox to the fitness feed.”
Candic Cole, general manager at Cole Media, said: “There’s nothing better than seeing months of media strategy and creativity come to life, we’re excited to unwrap this new campaign for Simson’s Pantry.”
The Wrap Lab is the first in a series of activations that will see Simson’s Pantry roll out a lifestyle-led marketing strategy designed to engage the next generation of food lovers across Australia.
Source: Arize
