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.
James Bennett, brand detective, C&P Melbourne said: “Chiko Rolls were the original one-handed snack. 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.”
However, further cultural trend analysis showed that in this modern media landscape, consumers are overwhelmed with messages on a daily basis and the re-launch of Chiko needed a radical approach to cut through.
Ben Couzens, executive creative director, C&P Melbourne added: “We needed a jingle and a promotion that enabled more Aussies to enjoy a Chiko Roll more often.”
The ‘Roll Home With a Chiko’ work launched in Fox Footy’s retro round and continues across a variety of channels including online, TV, PR, radio, social media and in fish n’ chip shops right around the country.