ANGEL BAYPERFECTLY IMPERFECT KIWI-NESS

What makes a brand iconic? That’s the question we asked when Angel Bay came to us with the ambition to become an iconic Kiwi brand. Among many factors, we found that the biggest success stories often came from brands that truly stood for something.

It led us to develop ‘Perfectly Imperfect’ – the creative platform that we stand for as a brand, reminding NZ that everyday meals don’t need to be fancy to be tasty. It’s about Kiwis being Kiwis, enjoying everyday life and deliciously easy meals, free from the pressure of being perfect.

We launched with the brand spot ‘Drive Thru’, and quickly followed up with Angel Bay’s latest NPD launch with Mark Southon, creating the ‘Chef-ify your Burger Night’ Promotion that showed you don’t need to be a Chef to make your burger night delicious.