Simplot reminds Aussies to ‘Roll Home With a Chiko’ in new campaign via Cummins & Partners
Cummins & Partners Melbourne and Simplot have today launched the new work for Aussie icon Chiko Roll in a campaign featuring a 2 minute jingle, a doyen of television and a useless piece of plastic.
An advanced behavioural insights deep-dive, extensive segmentation audit and rigorous exploration of consumer motivations revealed the compelling observation – Aussies still reckon Chiko Rolls are grouse.
Says James Bennett, brand detective, C&P Melbourne: “Chiko Rolls were the original one-handed snack. But people needed a reminder of the best occasion to enjoy them. We observed people’s behaviour on the way home from the Fish & Chip shop and observed that 86.7% of Aussies stole a chip from the bag before getting home. This was our opportunity for Chiko Roll. This one-handed snack would become the perfect meal before the meal.”
However, further cultural trend analysis showed that in this modern media landscape, consumers are overwhelmed with messages on a daily basis and the re-launch of Chiko needed a radical approach to cut through.
Says Ben Couzens, executive creative director, C&P Melbourne: “We needed a jingle and a promotion that enabled more Aussies to enjoy a Chiko Roll more often.”
The ‘Roll Home With a Chiko’ work launched this weekend in Fox Footy’s retro round and continues across a variety of channels including online, TV, PR, radio, social media and in fish n’ chip shops right around the country.
Agency: Cummins & Partners
Executive Creative Directors: Jim “Jimbo” Ingram, Ben “Cuzzo” Couzens
Writer: Adam “Slato” Slater
Art Director: Regina “Stroombo” Stroombergen
Global Strategy Officer: Adam “Fezzo” Ferrier
Brand Detective: James “Jimbo” Bennet
Designer: Jacob “Jakko” Reading
Agency Producer: Katherine “Kate-o” Muir
Group Account Director: Rodney “Moose-o” Mooseek
Senior Integration Director: Katy “Peto” Peterson
Creative Services Director: Steve “Stevo” Tortosa
Roll Home With a Chiko song:
Song Composer, musician and vocals: Terry “Tezzo” Mann
Editor: Graeme “Grazo” Philips, Ed “Eddo” Gurr
Handy Holder:
Handy Holder Director: Matt “Matto” Weston
Editor: Matt “Matto” Weston
Online Editor: Graeme “Grazo” Phillips
DOP: Liam “Gillo” Gilmour
Hair/Makeup & Wardrobe: Nadine “Mullo” Muller
Production Designer: Zoe “Lofto” Lofts
Sound Engineer: Dylan “Stevo” Stephens, Risk Sound
Handy Holder Designer: Ed “Eddo” Croll
Handy Holder Manufacturing: Hot Promos
Client: Simplot
General Manager – Seafood, Snacks & Meals – Joint Venture: Adam “Addso”
Hanlon
Marketing Manager Frozen Seafood, Snacks & Components: Ben “Benno” Dalla Riva
Senior Product Manager: Tim “Timbo” Bower
PR: Mango
Account Director: Amanda “Sheato” Sheat
Account Manager: Lauren “Hunto” Hunt
Media: Initiative
Client Director: Georgina “Georgo” Leslie
Client Manager: Tara “Riddo” Ridolfi
38 Comments
This is the best thing I’ve seen in a while. Nice work.
Well done Adam & Reggie!
This is fabulous! Well done all.
You bewdy.
Really digging the detail – the 3:4 vid ratio – the ‘Sale’ tune soundy-likey…
Back to the good ol’days of SLP premiums and promo TV budgets.
Peter Smith, speaking.
Unashamedly nails the target market. Love it.
nice one guys
Is that jingle going on TV? It would stand out like Dogs balls these days.
Great ad
Solid idea, great promo concept and great ad
Please tell me Brand Detective is a real job title? go on, please!!!
Smashing it Slato. Great stuff.
Awesome. I love the hand! – want one!
Magic Salad Plate
Uhhhh has everyone forgotten the Old Spice Bear Deodorant Protector?
https://www.youtube.com/watch?v=OrxSKkRp9eo
I wonder what Groucho reckons?
Bearly anything like it, Direct rip off.
Nice ad.
But what the hell is a brand detective? Did someone lose a deck?
The only bad thing about this is you have to eat two Chico Rolls to get that awesome hand.
Best thing about this the use of Cumminns’ robotic positive PR comment machine. Can’t wait till you enter that in innovation.
I am very jealous. Pass on my congrats to the team (and client).
Right on Reg and Adam! Jacobe too!
https://img.buzzfeed.com/buzzfeed-static/static/enhanced/webdr02/2013/1/25/15/enhanced-buzz-1504-1359144345-0.jpg
How is this any different to Magic Salad Plate? At least Tom and Jules are at CP now so i guess they are only ripping themselves off.
now the cummins staff have had their say, this is just a regurgitated magic salad plate. at the time that idea was innovative. this just feels old.
Love the idea and execution
Are you just swapping stuff now
https://www.facebook.com/MACofSA/videos/1041797659203241/
Yep, when you’ve got a shit fire you keep blowing on it hoping it will take off.
Bit like commenting on your own work.
Keep blowing on it guys. Keep blowing.
Excellent. Deserves a golden wristy
Associating this with Magic Salad Plate is an insult.
More shit from the most over-hyped but still yet to deliver anything of note agency in town.
Next.
@lame
Who is over hyping this agency? Your outrage is!
I have worked there and have found them…from the top down…to be modest hardworking people who have grown a very good agency and a very good business. And they have done very good work in very tough categories. So perhaps you might just be a little jealous…because your comment doesn’t fit the reality. This is nice work. Why be so angry. Now i am off to bed.
I like it. Lotta fun. Be staggered if the target audience doesn’t like it. If it works more power to C&P/client, because a chiko roll isn’t exactly fine dining.
You know what? See this for what it is … a clever, funny and well researched (?) co-ordinated campaign for an all-but-forgotten brand. I reckon that Frank McEnroe bloke who flogged his barely-edible mystery bags outside the MCG would be laughing. So ease up you spoilers and nay-sayers and join those who put their hands up for something that brightens a winter’s day. Well done all you boyos and young ladies at Cummins, and good on the clients at Simplot.
*high five*
You are the Trump supporters of the advertising industry. It’s a rubber hand giving a Chiko Roll a wristy… Hilarious!
It’s a little bit of pastry covering God only knows what. And it’s Simplot, not exactly the Nike of FMCG. And this is fun work. Seriously, what are you going to say about those nasty little pastry pipes? They’re probably worse for you than an ice addiction.
Well done Adam and co. I laughed. I won’t buy a Chiko, but then, I was never going to. Hope it works it’s arse off.
Is it just me or is anyone else genuinely thinking of getting one of these so they can try and have a wank with it?
@Richard
‘The Stranger’ by Chiko Roll
@richard
….yes.
Lame