Capturing the magic of a cult snack brand

Hand cooked in Nelson, Proper Crisps has a philosophy of fanatical care when it comes to their products. At Proper, real is essential. Less is always more. And food is always better when it’s made with heart, soul and conscience. Are they obsessed? Yes. Crazy? Probably.
And it’s this steadfast integrity that’s earned them a cult following with foodies all over.

After fifteen-plus years of organic growth, the brand had big ambitions for the future, including moving into the Australian market.
I was brought on board to develop a brand strategy and communications framework for the Proper brand, to be the north
star for future marketing and brand expansion.

My task was to capture the magic of the business, deliver it in a rock solid brand foundation, and then express it in a way that resonated with consumers. Many chats over bowls of crisps with passionate foodie consumers uncovered an astounding brand truth: once people try Proper, a pseudo-spiritual experience takes place and they never go back to ordinary chips. We named it the great Snack Awakening, and this formed the basis of the strategic direction, with a new brand purpose of ‘elevating the act of snacking into a scrumptious and meaningful moment’. I then followed this up with the external expression of the strategy through brand story, tone of voice and suites of brand messaging.

In true Proper form it was a wild ride, with many flavourful experiences on the way: from debating salt-to-acidity ratios with obsessive apple cider vinegar fans, to getting the inside word on what goes on in the hallowed flavour making room. The result was many fried potatoes eaten (me), a newfound love for paprika crisps (also me), and a new way forward for the Proper Crisps brand.