Once upon a time Macca’s did not exist in Australia. Nor did KFC. Australians bought their fast food from a milk bar or a fish and chip shop. And the fast food they bought a helluva lot of was the Chiko roll.
Cummins&Partners is helping Simplot to put the Chiko roll back in the hearts (and stomachs) of Australians with “a campaign featuring a jingle, a doyen of television and a useless piece of plastic.” [C&P’s words, not mine: ed]
“An advanced behavioural insights deep-dive, extensive segmentation audit and rigorous exploration of consumer motivations revealed the compelling observation – Aussies still reckon Chiko Rolls are grouse,” the agency revealed in its statement.
“Chiko Rolls were the original one-handed snack”, explained brand detective, James Bennett. “But people needed a reminder of the best occasion to enjoy them. We observed people’s behaviour on the way home from the Fish & Chip shop and observed that 86.7% of Aussies stole a chip from the bag before getting home. This was our opportunity for Chiko Roll. This one-handed snack would become the perfect meal before the meal.”
This is where the “useless piece of plastic” come in. The Chiko roll now comes with a “handy hand holder” for the car trip home.
But even with this ultra-trendy, next gen technology behind it, a Chiko roll campaign could not launch without a jingle. It’s an Aussie product, after all. It has an advertising heritage to uphold.
So now beside, Up there Cazaly (for Channel 7), I feel like a Tooheys, Soldier on, (Codral) and My Dad picks the fruit, (Codral) – aka, great Aussie jingles – there’s Roll Home With a Chiko.
There’s also an Aussie mnemonic that will probably become a hot trend. Be prepared for your own name to be Chiko-fied. (See credits below.)
The campaign launched July 30 in Fox Footy’s retro round and includes online, on TV, PR, radio, social media and in fish n’ chip shops right around the country.
The handy hand holder is being promoted with a film on Facebook
Credits:
Agency: Cummins & Partners
Executive creative directors: Jim “Jimbo” Ingram, Ben “Cuzzo” Couzens
Writer: Adam “Slato” Slater
Art director: Regina “Stroombo” Stroombergen
Global strategy officer: Adam “Fezzo” Ferrier
Brand detective: James “Jimbo” Bennet
Designer: Jacob “Jakko” Reading
Agency producer: Katherine “Kate-o” Muir
Group account director: Rodney “Moose-o” Mooseek
Senior integration director: Katy “Peto” Peterson
Creative services director: Steve “Stevo” Tortosa
ROLL HOME WITH A CHIKO SONG:
Song composer, musician and vocals: Terry “Tezzo” Mann
Editor: Graeme “Grazo” Philips, Ed “Eddo” Gurr
HANDY HOLDER:
Handy holder director: Matt “Matto” Weston
Editor: Matt “Matto” Weston
Online editor: Graeme “Grazo” Phillips
DoP: Liam “Gillo” Gilmour
Hair/makeup & wardrobe: Nadine “Mullo” Muller
Production designer: Zoe “Lofto” Lofts
Sound engineer: Dylan “Stevo” Stephens, Risk Sound
Handy holder designer: Ed “Eddo” Croll
Handy holder manufacturing: Hot Promos
Client: Simplot
General manager – Seafood, Snacks & Meals – Joint Venture: Adam “Addso”
Hanlon
Marketing manager frozen seafood, snacks & components: Ben “Benno” Dalla Riva
Senior product manager: Tim “Timbo” Bower
PR: Mango
Account director: Amanda “Sheato” Sheat
Account manager: Lauren “Hunto” Hunt
Media: Initiative
Client director: Georgina “Georgo” Leslie
Client manager: Tara “Riddo” Ridolfi
