Wicked Sister’s new high protein snack ‘Tastes Wicked’ in new campaign via Communicado

Ready-to-eat dessert brand, Wicked Sister, leaves other protein snacks in a world of ʻblerghʼ with a new ʻTastes Wickedʼ campaign to launch its High Protein range via Communicado.

Known for its delicious range of ready-to-eat desserts, the new High Protein range was carefully cra ed by Wicked Sister for more than three years to deliver a clear point of difference for consumers.

Says Paul Polly, CEO, Wicked Sticker: “The health and fitness movement isnʼt slowing down so itʼs unsurprising to see that this is fueling protein consumption. With our credentials in the dessert category, we had a real opportunity to introduce a protein snack that can challenge preconceived ideas about high protein and no sugar taste profiles.

“The High Protein range is already on shelf and initial reception has been positive with sales building better than expected. So weʼre really excited to see the campaign live in-market to further build on this initial success.”

Comprising 30 and 15 second films plus cutdowns for digital channels, the ʻTastes Wickedʼ campaign pokes fun at the truth of how protein snacks and shakes really taste while taking the higher ground on ʻwicked flavourʼ.

Says Sarah McGregor, executive creative director, Communicado: “We all know how bad most protein shakes and snacks taste, however we tend to just kind of put up with it. But now itʼs time to demand better – spit out the rest and enjoy a protein snack that actually tastes delicious.”

The campaign is launching from 11th April and will be amplified across BVOD, YouTube and OOH via a media strategy developed by Half Dome plus social and PR via Communicado.

Wholly independent, Communicado delivers integrated thinking and creative solutions, combined with PR, digital and shopper delivery for some of Australiaʼs most loved brands including Mayverʼs, Dulux, PETstock and Asahi CUB.

Client – Wicked Sister
CEO Paul Polly
GM Sales & Marketing Pedro Demartini

Creative Agency – Communicado
Director Kerrie Ryan
Senior Account Director Nicki Cole
Executive Creative Director Sarah McGregor
Integrated Strategy Director Eliza Mielczarek
Content Strategist Anna Barham Kumar
Digital Creative & Social Media Manager Lydia Burrows
Head of PR Fiona Mullen
Account Manager Maddy Ellis

Production – Eric Tom & Bruce
Creative Producer Olivia Altavilla
Director Colin Skyba
Production Manager Krystal Tomczak
DOP Liam Gilmour
1st A/C Sunny Wilding
Gaffer/Grip Jem Towsey
Best Boy Jack Kenneally
Hair & Make Up/ Wardrobe Natalie Vincetich
Art Department Charlie O’Brien
Art Assist Gigi Savage
Sound Recordist Hugh Palmer
Music Composition Ack Kinmonth
Photographer Cat Black
Media – Half Dome
Managing Partner & Head of Planning Will Harms
Client Solutions Director Ashwin Govender
Client Solutions Manager Jade Rooney