Calbee
Out of the Ordinary
Challenge
Calbee has been making snacks in Japan for over 70 years and is today one of the largest snacking brands in Japan.
And with Japanese food gaining attention and popularity across the UK, Calbee has launched some of it’s best snacks to British retailers.
But despite being big in Japan, Calbee is almost unheard of in the, so we were tasked with helping Calbee to better understand the market, define the position for Calbee in the market, and create a big idea to launch it.
Approach
After speaking to real people across the country about their relationship with Japanese food, and combining what we learned with what we already know about Calbee and the world of snacks, we landed on a strategic position focussing on the ‘fascinatingly different’ aspect of Japanese snacking, that doesn’t just feel right for the brand, but is also distinctive, relevant and creates a platform for entertainment…
This comes to life in a creative idea best described by the campaign tagline: Out of the Ordinary, a Taste of Japan, which plays out in a series of social-first ads introducing the range in a fun, animated style, with an unshakeably catchy soundtrack (be warned) and a collection of playfully odd characters.
Results
“Principles has brought to life a campaign that captures exactly what Calbee is about, capturing the ‘out of the ordinary’ spirit and energy at the heart of the brand.”
Claire Hooper, Calbee UK Marketing Director