Eat wonderful

Objective

Enthusiastic purveyors of all-natural yet marvellously creative nut butters – including popping candy, crispy rice, gingerbread and hot cross bun flavours – Knotty’s wanted to develop a brand world that would colourfully cut through the beige-washed competition, bringing a vibrant edge to an otherwise uninspiring category.

Strategy

While competitor brands undoubtedly offered quality products, none had carved out a place as the notable leader. Importantly, they were all overlooking one of good food’s key benefits: the genuine enjoyment of eating it. So armed with a proposition to ‘make food a more joyful and exuberant experience’ we set about putting Knotty’s fearless, feel-good, fanciful personality on show for all to see. Knowing once people had seen and tasted for themselves, they would be sold.