In partnership with Perfection Fresh, The Integer Group Australia has developed a seasonal produce brand for Coles, adding personality to fresh produce with the launch of the supermarket’s first ever range of wonderfully wild seasonal vegetables. The new brand, ‘Hatters Vegetables’, features traditional, yet forgotten vegetable types that are as strange as they are sumptuous.
The summer 2013 range introduces eleven new products including the likes of the Kabocha Pumpkin, the sensitive sumo of Japanese vegetables; the uncannily alien-like Kohl Rabi; and one thug of a lettuce, the Batavia, which packs a mighty flavour punch.
These aren’t your average vegetables. All homegrown in Australia by local producers, each has a unique character that defies convention; from the way they look to how they taste. The range will bring wider choice, a sense of culinary discovery and a refreshing sense of humour to the category.
Integer created the brand from the ground up, including management of all creative and digital elements as well as the birth of Livingstone R. Rabbit, the character and voice of the brand, who as the vegetable expert takes Australians on an adventure in vegetables with the objective to educate, inspire and make them fall in love with traditional seasonal vegetables.
Says Daniel Williams, business category manager from Coles: “Integer has done an exceptional job in developing an outstanding brand with personality. It’s not an easy task to make fresh produce exciting but working with the team, both strategically and creatively; we have been able to add new life and interest to the fresh produce area of Coles. Our customers will discover new ingredients, new flavours, new colours and new ways of cooking.”
Says Georgia Bruton, managing director Integer: “Hatters has been a wonderful project to work on – something we are all extremely passionate about. This recent introduction into the market is just the start. We look forward to bringing Australians many more whimsical, wonderful and delicious vegetables each season over the years to come.”
The Hatters summer 2013 range is available now, exclusively at Coles.
A celebration of the Hatters launch is scheduled for March 2014 with a social media campaign, activations and in-store sampling and demonstrations.
For more information please visit: hatters.com.au.
Client: Perfection Fresh and Coles
Creative agency: The Integer Group Australia
Copywriter: Asheen Naidu
Art Director: Dave Brady
Creative Director: Suzanne Keen
Strategic Planner: Warwick Heathwood
Group Head: Georgia Bruton
Account Managers: Alexandra Stickler and Sinead Choi