PROPER x Netflix

Design, Campaign identity, art direction
Creative Team: Becky Akers, Jenny Mach, Maya Luthra, Morgan Lankaster, Emma Dragovic, Maya Luthra
Producer: Morgan Lankaster, Maya Luthra
Illustration: Niege Borges
Photographer: Jimi Herrtage

Created at WARP Snacks
www.warpsnacks.com

Challenge
Connection is a deep human need, but now more than ever we are not fully present in the moment and it’s impacting our happiness. ​

Lina - “I value the little things and want to romanticize the everyday moments – in this case ritualising my night-in.” With this insight in mind, we needed a campaign strategy that built meaning and difference when landing the PROPER x Netflix collaboration.

Result
A two year partnership campaign rolled out across multiple touch-points and channels such as trade, in-store, retailer takeovers, digital and social activation. We successfully launched two new products; limited edition ‘Netflix Chill-i & Caramel’ and an exclusive pillow size pack of our best seller, Sweet & Salty. In parallel, we ran a on-pack promo competition across the entire range of corn and chips, which exceeded entry target and boosted sales by 4%.

Strengthened awareness and landed PROPER x Netflix at the centre of the night-in through the launch with 10% + engagement reach and 41m impressions for the total campaign.