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03.20.06
Big ADDY win for MDS with CHOMP! packaging design
Creative brand and package campaign gobbles up the competition and earns MDS Advertising 2006 Silver ADDY
MDS won a Silver ADDY for the agency’s original creative brand I.D. and packaging design for CHOMP! The bold little cookie had potential for world dominion in the natural and health food industries when it came to MDS, but lacked both brand and packaging that would put it up front amid the many great cookie options offered at Whole Foods flagship store where the cookie was to debut in a few short weeks.
Austin, TX—The client was on a tight budget and tighter time line when they came to MDS Advertising for a total infusion of creative design, branding and packaging. They had developed a collection of original and delicious natural cookies—full of all things good and free of all things not so good—but now armed with a great product line they found themselves with one that was basically—naked. They needed extraordinary packaging and branding with aggressive PIZAZZ that would launch their truly tasty—and as yet under-dressed—cookies off the shelves and into buyers’ carts, counteracting shopper inertia and a common notion that ‘healthy’ cookies are slightly unappetizing and frequently less than tasty. The packaging needed to make an important point—THIS ONE IS DIFFERENT. IT'S DELICIOUS—TRY IT!
To solve the problem, cookie creators Janet Daumph and Brian Kudler sought out MDS, a creative advertising agency with a fondness for brand development and imaginative start up companies. MDS began developing a hip, bold and graphic style for the brand and packaging. It honored the cookie’s vegan roots but pushed on ahead with an edgy, urban style designed to appeal to a wider audience—reaching out not only to natural food devotees, but to cookie hounds of all persuasions from downtown professionals shopping for lunch dessert to picnicking hipsters visiting Austin for the film and music festivals there, to hurried moms shopping for groceries and looking for healthy treats for the kids.
After several creative sessions fueled by plates of cookies, MDS branded the cookie CHOMP! The spirited action-verb command was a fresh, witty call to action the agency then coupled with the liberating tagline, ‘EAT SHAMELESSLY’—a line designed to topple the final reservation that might arise for any adult cookie eater—GUILT.
CHOMP! Cookies’ fun, edgy and hip design hit the mark, resonating with the diversifying array of food fans shopping at Whole Foods where the cookie debuted this year, becoming one of the latest sales success stories of that trend-setting store. The effectiveness of the brand and packaging design was on target for MDS as well. The work won MDS a silver ADDY for brand and package design in the 2006 ADDY creative competitions.
About the agency: MDS Advertising Inc. is a full service, award-winning advertising company focused on cutting edge creative that delivers results.
