The Contenders
 Our client J.C.’s Quality Foods was famous for nuts but had manufacturing expertise and distribution relationships to expand into other categories.

Pop Fiction

• Discovery & Insights • Brand Strategy • Brand Identity • Brand Guidelines • Packaging Design • Brand Application

“We could not have achieved all that we have without The Contenders. They exceeded our expectations and showed us what great partners can achieve. What they came up with is fantastic.”

Owner, JC’s Quality Foods

 Our client J.C.’s Quality Foods was famous for nuts but had manufacturing expertise and distribution relationships to expand into other categories.

Our client J.C.’s Quality Foods was famous for nuts but had manufacturing expertise and distribution relationships to expand into other categories.

 There was a huge opportunity to tap into the global trend of ready-to-eat-popcorn as it was rivalling chips in the US and the UK.

There was a huge opportunity to tap into the global trend of ready-to-eat-popcorn as it was rivalling chips in the US and the UK.

 We created a popcorn brand from scratch, including name, positioning, pack design and copywriting.

We created a popcorn brand from scratch, including name, positioning, pack design and copywriting.

 The magic was building a brand which was positioned as both “healthy” and “fun” unlike any other competitor in the Australian market.

The magic was building a brand which was positioned as both “healthy” and “fun” unlike any other competitor in the Australian market.

 The concept leveraged the film association of popcorn in a modern way bringing a unique story and genre to each flavour.

The concept leveraged the film association of popcorn in a modern way bringing a unique story and genre to each flavour.

 In order to appeal to the target audience, we used quirky and witty cultural references (look for the butterfly reference in the small print).

In order to appeal to the target audience, we used quirky and witty cultural references (look for the butterfly reference in the small print).