Brandcourage re-brands HUNSA

Brandcourage has repositioned local smallgoods manufacturer HUNSA.

Account Director Keren Jackson said the brand is undergoing total rejuvenation, starting with the packaging through to television and online presence.

“The strategy we used is simple. Brandcourage found that with a name like HUNSA, many people did not know it was Australian, and the brand was losing out on the powerful associated hygiene and quality benefits of being an Australian food manufacturer. Hence the repositioning of the premium brand as ‘Surprisingly Australian’ through all communications”.

“The big challenge in designing the new packaging, was to keep theexisting brand essence while increasing appetite appeal and makingHUNSA really stand out, and Colin Anderson did a great job retainingthe best of the brand’s positive attributes and accentuating itspremium feel”.

“We wanted the ads to be very surprisingly Australian, so we had a lotof fun getting Australian sounds from the products”, says writer andCreative Director Basil Antonas.  “We used meat on a turntable thatplayed sound bites from the ultra Aussie ‘Australiana’ by AustenTayshus, and as a wobble board”.      

Brandcourage worked closely with client Paul Di Lollo for there-branding that also utilised press and posters for a ‘SurprisingRecipe’ competition in IGA stores.

The 15 sec television and viral ads were directed by Carlo Buralli through Timeline.