Wicked Sister launches protein range via Communicado

Ready-to-eat dessert brand Wicked sisters has launched a High Protein range of snacks in its’ latest integrated campaign from independent agency Communicado.

The campaign directs a challenge to competitors in the ready-to-eat protein snack category, poking fun at how bad many protein shakes and snacks can taste, while positioning Wicked Sister’s new protein offering as the obvious choice thanks to its ‘wicked flavour’.


In the 30 second spot a women is continually disappointed by the bad taste of protein snacks. In a scene at the gym she takes a gulp of her protein shake only to spit it out in disgust, later when she reaches for a protein yogurt to snack on at her desk she is faced by the same issue, scraping the bad tasting snack off of her tongue as she spits it back in the cup. In the final scene on her couch at home the protagonist is pleasantly surprised by the ‘wicked’ taste of Wicked Sister’s high protein pudding.

Wicked Sister CEO, Paul Polly said: “The health and fitness movement isn’t slowing down so it’s unsurprising to see that this is fueling protein consumption. With our credentials in the dessert category, we had a real opportunity to introduce a protein snack that can challenge preconceived ideas about high protein and no sugar taste profiles.

“The High Protein range is already on shelf and initial reception has been positive with sales building better than expected. So we’re really excited to see the campaign live in-market to further build on this initial success,” said Polly.

Communicado executive creative director, Sarah McGregor added: “We all know how bad most protein shakes and snacks taste, however we tend to just kind of put up with it. But now it’s time to demand better – spit out the rest and enjoy a protein snack that actually tastes delicious.”

The campaign will rollout from today across BVOD, YouTube and OOH via a media strategy developed by Half Dome plus social and PR via Communicado.


Client – Wicked Sister
CEO Paul Polly
GM Sales & Marketing Pedro Demartini

Creative Agency – Communicado
Director Kerrie Ryan
Senior Account Director Nicki Cole
Executive Creative Director Sarah McGregor
Integrated Strategy Director Eliza Mielczarek
Content Strategist Anna Barham Kumar
Digital Creative & Social Media Manager Lydia Burrows
Head of PR Fiona Mullen
Account Manager Maddy Ellis

Production – Eric Tom & Bruce
Creative Producer Olivia Altavilla
Director Colin Skyba
Production Manager Krystal Tomczak
DOP Liam Gilmour
1st A/C Sunny Wilding
Gaffer/Grip Jem Towsey
Best Boy Jack Kenneally
Hair & Make Up/ Wardrobe Natalie Vincetich
Art Department Charlie O’Brien
Art Assist Gigi Savage
Sound Recordist Hugh Palmer
Music Composition Ack Kinmonth
Photographer Cat Black

Media – Half Dome
Managing Partner & Head of Planning Will Harms
Client Solutions Director Ashwin Govender
Client Solutions Manager Jade Rooney


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