FMCG Retail
The Work
Brand Repositioning
Art Direction
Print Advertising
Where is the love? Helping rebuild one of Australia's most iconic brands by connecting with a new generation of consumers.

The Challenge

While the Rosella brand enjoys high awareness and warm sentiment from older generations, purchase intent amongst Main Grocery Buyers had continued to decline. Our challenge was to reinvigorate the nation's love for the brand and make it relevant to Australia today.

The Strategy

There are few brands that can honestly say Aussie's love them. We reminded consumers why 'Australia loves Rosella' - our brand  platform designed to deliver the many reasons why Rosella should be on the grocery list - from sourcing only the best Australian home grown produce, to innovative new products such as 'Honest Kids Tomatoe Sauce' designed for the ways we eat today - it's no wonder Australia loves Rosella.