Calbee Australia appoints HERO as lead creative agency following a competitive pitch

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Calbee Australia appoints HERO as lead creative agency following a competitive pitch

Independent agency, HERO has been announced as lead creative agency for Japanese snacking giant Calbee Australia and will continue to build the brand’s footprint in the Australian market.


After winning the competitive pitch, HERO is set to take on creative duties across the Calbee Australia existing portfolio, including iconic snacks Harvest Snaps and Melts, as well as a range of exciting new product launches.

HERO met all the criteria for the role said Natalie Johnson, marketing innovation manager, Calbee Australia: “The team at HERO really impressed us with their thorough, strategic and entrepreneurial approach, from the moment they were engaged and throughout the pitch process.

“Their passion and enthusiasm for snacking and our brands proved to be the perfect match for Calbee, and we are excited to usher in this new era of creativity and growth for one of Australia’s quickest growing snack brands.”

Says Tim Evans, managing director, HERO: “We are thrilled to partner with Calbee on their mission ‘to make every snack moment worth it’, and we can’t wait to go to market with them.

“In the meantime, it’s nice to have the official snack of HERO in the agency cupboard.”

Launching across Australia in January 2017, Calbee’s Harvest Snaps baked pea crisps rapidly became one of the nation’s fastest growing snack foods. The company has since become a supermarket mainstay, launching an array of highly popular premium snacks made with top quality ingredients.

The Calbee Australia appointment follows a number of recent high-profile new business wins for HERO, including Circles.Life, Henkel, Toyota, Microsoft, Maybelline New York, and v2food.