taking an LTO from concept to release
Angel Bay had a Limited Time Offer (LTO) to bring to market. An addition to their line up of easy-to-cook New Zealand beef burgers. They partnered with us to help tell the story…
THE DREAM
Angel Bay met Jax at The Christchurch Food Show and it was love at first bite. After that flavourful encounter, we started a ‘what if?’ korero and then, after a hui or two, a patty collab was imminent.
Ruffells were part of the conversation from onboarding Jax to being part of the recipe formulation with food technologists in Dunedin to naming, creating packaging through our partners in Melbourne.
Jax’s Jamaican Jerk Beef Brisket Patties… yes, it’s a mouthful. A mouthful of music!
THE TEAM
All of the launch assets were created out of a multimedia studio shoot. With a list of deliverables spanning traditional and digital, indoor and outdoor, broadcast and POS, we landed a tactical creative plan and got the team ‘just right’, so that ‘on the day’ we could simply roll with the music and the energy.
THE BIG IDEA
This campaign was driven by Jax’s passion for culture and flavour.
“Food and music are synonymous in Jamaica. The jerk style of cooking has harmony and a melody, it’s both a dry rub and wet rub. It’s like having an angel’s chorus singing in your mouth.” says Jax,
"Just the right amount of BBQ smoke, and just the right amount of spice.”
This was an idea that we captured on the day. Making sure we landed the shoot with just the right amount of spice.
“The team at Ruffells are amazing to work with, they take the time to really understand what it is that you want to achieve for your brand/product and develop a concise, well thought-out plan to achieve those goals. They are creative and can think outside the square, while ensuring that your brand is always portrayed in the best light. Would highly recommend working with them.”
THE delivery
All of the images for social media, product shot photography, SKU launch video as well as recipes videos were all landed within the one session. This meant we had to plan every part of the process - and also manage the energy of both the talent and the team.
Jax (luckily) is made of energy, we had a really nice back and forth going where we’d rev each other up.
THE RESULTS
This LTO reinvigorated the Angel Bay brand. It started a conversation across multiple touchpoints. There were huge spikes in sales across the product range.
This LTO release did its job; raising awareness and showing that Angel Bay is a brand that is always looking for new ways to give people the little victories they need, every day.
TVC
Production
Videos
Point of Sale
OOH Advertising
Sales Kits
Mailer
Copywriting
Radio
Digital
Social