Patties Foods is a leading Australian food manufacturer known for its high-quality, delicious, and convenient savory and sweet baked goods. With a rich history of delivering iconic products, Patties continues to innovate and meet evolving consumer tastes. The new Patties Pie Bites bring the classic flavors of Patties pies into a convenient, bite-sized format, perfect for fast-at-home snacking. This launch is part of Patties' commitment to delivering great-tasting food that fits modern lifestyles.

Brief • The client had launched ‘Patties Pie Bites’ a new range of bite sized pies aimed at 7-12 year olds (mostly boys), but sales had slowed considerably since the initial release. They wanted a new in-store campaign that would inject some serious personality and bring the product back to life. The campaign needed to pop across in-store fins, door decals, and wobblers.

Scope of Work:
• Campaign Development: Develop key messaging for strong product engagement.
• Creative Development: Campaign options, each with unique typography and imagery, providing each campaign mock-ups on POS displays, shelf wobblers, and promotional signage.
• Talent Sourcing: Provide child and mum talent options to the client for final campaign visuals
• Photoshoot Management: Art direction of the shoot, overseeing the photographer, stylist, and selected talent to ensure the right look and experessions within the image options
• Final Campaign Application: Selection of shoot talent images and appling then to the final campaign across the campaign variables.

Solution • Pitching three fun, lively campaign concepts, headlines and lock-ups, packed with personality and a touch of cheeky charm. The focus was on creating something that felt both playful and full of energy, without taking itself too seriously.

The client went with “After School Snack Attack” for the main headline, with “Beat Hunger in 10 Mins” as the secondary call-out. The choice was simple and playful, addressing the common problem Mums face when the kids come home hungry from school – and offering a quick and easy solution.

The campaign’s vibe was all about fun, excitement, and the warm, welcoming feeling of Mum treating her kids to an after-school snack. Taking inspiration from the exaggerated, bold style of 50s B-grade horror movie posters, with kitsch illustrations in a fun, kid-friendly way.