made from only chickpeas and lentils, Chickapea markets itself as a more nutritious and balanced option than regular dried pasta. with their advertising speaking solely to adults, we saw the opportunity to expand their market by repositioning Chickapea as a great option to caregivers for their young picky eaters. another bowl of guilt-free buttered noodles coming right up.
with this campaign, we wanted viewers to be immediately reminded of the emotional connection they have with the young children in their lives. we chose bright, bold colours, and opted for a hand-drawn doodle treatment to mirror the playfulness of their little ones.
not only are these colours eye-catching, and as a palette unconventional, but Chickapea already utilizes these colours in their packaging. this reaffirms familiarity for existing customers while staying true to their brand of being fun and contemporary to new audiences.
