I’m a big fan of working on FMCG. I think it was because one of the first TV spots I managed to get made was set in a nudist camp. (It was for a range of spreads and mayonnaises.)
In the work I’ve included here, I’ve taken the liberty to dress some up with a descriptor when I’ve felt some context was needed.
An April Fool’s press ad (or did I need to tell you that?)
A poster I created for Starburst Sucks for the Sydney Mardi Gras.
A series of kids collector cards for My Family Food Bag, a meal service that delivers recipes and ingredients to Kiwi homes.
When Mars and Snickers were threatened by an individual who claimed to have poisoned bars in NSW and Victoria, the company removed and destroyed all stock.
Six months later, I was briefed to create a campaign to reintroduce the new stock to the public. I came up with the idea of a taste enjoyment guide to run over multiple pages of each capital city’s daily paper.
William Duncan, Regional President Mars-Asia Pacific, said of my work, “I have been working for Mars for almost 30 years and this is the best and clearest definition of the Mars and Snickers experience I have ever read. I would give Alf the Nobel prize for literature if there was one! It is outstanding work.”
Sales were 250% above average in the first week and stayed above average for the next four months.