Chelsea NZ Sugar

Chelsea Sugar is an iconic New Zealand brand that needed a fresh approach to how it engaged a new generation of kiwi home bakers. A golden oldie, now an arty farty.

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Strategy | Branding | Packaging | Campaigns | Activations | Experiences | Social |

Chelsea Sugar is an iconic New Zealand brand that needed a fresh approach to how it engaged a new generation of kiwi home bakers.

Chelsea Golden Syrup is a baking essential and we wanted to give New Zealanders a compelling reason to top up before Christmas.

Our good friend and celebrated New Zealand artist, Greg Straight, grew up a scones throw from the Chelsea Sugar refinery on the North Shore of Auckland and was a perfect person to create a piece of art for a limited edition “artist inspired” Golden Syrup tin. Greg’s muse was the natural surroundings of the Chelsea Sugar refinery, with beautiful views across the Waitemata Harbour. The art was then turned into a beautiful tin available in supermarkets across New Zealand from October 14th 2013.

To celebrate the new tin, we collaborated with Fuse PR to spread the word to foodies, bakers, art aficionados and anyone who’ll listen. We cooked up a tasty media kit, filled with baking, recipes, a tin of the golden good stuff and even a tea towel to do the washing up afterwards. Fifty limited edition screen prints have been produced and will be given away to people as part of the PR campaign. Morning teas with Greg at three media houses (Bauer, APN, Fairfax) were a huge hit and good word out. With retailers doubling expected orders, we’ll have results in by the end of the year. We’re sure it will be a sweet success. The best part for us was being part of the whole process. From working closely with Greg on the art and tin design, to the manufacturing process and even the filling of the tins. We filmed the whole process, which you can watch here.

Contributors

Creative Strategy - Johnson McKay
Art Direction - Johnson McKay
Artwork - Greg Straight
Design - Jay Watson
Campaign Management - Jay Watson


This project has been featured on the internationally recognised packaging website The Dieline, and Silver at the 2014 Best Awards.