The strategy: Gami Chicken is Australia's Best fried chicken. But the brand was speaking to a niche market, those cultrally in the know and a uni student collective. So we pitched a strategy to get their amazing 17-herbs mixed seasoned chicken which delivered savoury flavour of Korean spiciness and sourness in every piece, to the masses.
The Idea: The Unmissable Chicken. An embodiment and personification of Gami's brilliant recipe, as well as the culture that brings the razzle dazzle from Korea to mouths nation wide. K-Pop is an analogy of what Australian taste buds experience when they try Gami Chicken, so this was the perfect cultral space to unlock and Korea's Hanguk Anie animae and K-Pop Elvis cheeky persona enabled a visual style that amplified this taste into sight and sound.
The brand attitude: We developed a tone of voice and language that would stop people in their tracks. And a series of assets from an animated music video film, cut down content and a song for radio and beyond that project Gami's new taste based anthem. Outdoor billboards projected unmissable headlines and posters pushed our cheeky messages to foot traffic near stores.