Well&Truly | Naughty-ish

How does a healthier snack brand that doesn't want to call themselves a healthier snack brand tell the UK that they’re a healthier snack? Call themselves naughty-ISH.
(Nice ingredients + naughty flavour = naughty-ish crisps to stuff your face with!)

January was our first chance to kick off the new platform. So, how were we to be naughty-ish in the new year? By getting the self-proclaimed diva, Gemma “The GC” Collins, to convince people to take a cheeky snack break from their 2020 #fitnessgoals, huns. New Years Resolutions, who??

Then, we made a scrappy TV spot.

With lockdown in full swing and a record number of butts planted in front the telly, it was Well&Truly time to speak to couch potatoes nation-wide. So how does a naughty-ish snack brand make a memorable small screen debut that’ll get the nation snacking… and turn it around in record time from the comfort of our own homes (because lockdown)? By disrupting all the binge-watching with some toooootally not subliminal binge-snacking.

A naughty-ish brand refresh was also rolled out, introducing a bolder tone of voice and a rule-breaking design approach. OOH, in-store, collateral, swag and of course shiny new website copy!

Chief Creative Officers | Stu Outhwaite-Noel & Ben Middleton
Art Director | Haley Koehn
Graphic Designer | Michael Bow