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 more recently built momentum with the ‘Smashing-It’ TVC, celebrating how Angel Bay helps Kiwis nail mealtimes with ease. This was followed by the launch of the Lisa Carrington Smoky Barbeque LTO, showcasing a bold new flavour with a Kiwi icon who’s all about strength, simplicity and staying true to herself – just like Angel Bay.