“We had been in the market for over a year and nothing was happening. Our television campaign didn’t seem to be making an impact. I asked five agencies to pitch. Four were international and the fifth a small local Singaporean company, recommended by an associate. The international agencies delivered a standard PowerPoint slog, TV reels, print ads and anecdotes about media budgets. The local guys came in last and wheeled in a section of a supermarket category full of our product and our competitors. “You have 60 seconds sir, please find as many of your products as you can”. Somewhat unconventional I thought, but ok I’ll run with it…..I counted 3 different sku’s. “There were 12 they chimed”. Then they proceeded to wheel in a second category introducing it with an apologetic “we hope you won’t be offended but we changed your packaging” Now please count…I didn’t need to I could see them all, and very clearly. They were connected by colour and design and in a way that made them immediately leap from the shelf as one. “We went to the supermarket to find your product and were very surprised when we could only find a few items, but then after checking again we discovered more, and yet more the third visit. It occurred to us that the problem was not with the communication (TVC) but with a more essential element, the packaging. So we created a design which while giving each sku its own identity, it also visually connected to make your presence in the category more vivid and immediately visible'. I hired them!"

Andrew Hooke, Partner Loaded Advertising (in his role as Executive Director National Foods Asia).

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