Amplifying a production line story to cut through in a cluttered category

PROPER obsess over the details, making the best choices available to them to make healthier snacks, to protect our planet, and to make people’s days that little bit better. In short, this founder-led business does things properly.

As they looked to step into their next phase of growth, they needed a brand campaign which would bring to life this integrity but do it in a way that stood out and drove distinctiveness in a cluttered snacking category.

We developed a campaign that bridged the gap between the two, through the launch of ‘Done Properly’ – a brand campaign highlighting PROPER’s commitment to the product with comms which took the same level of meticulous craft to dramatise their message and cut through.

We kicked things off in style with the launch of their new lentil chips in a TV and online campaign that brought to life the story of the chip, dramatising the effort that goes into making the product – all spearheaded by ‘Alan,’ a flying cowboy. Cutting through a sea of category sameness with distinctive comms, all backed up by incredible product credentials.