Background
Bugs contain valuable nutrients and are extremely cost effective but there is a hesitation in eating them. In Australia, eating bugs is an ancient practice- by necessity people had to forage from the land for food but advancements over time have seen those traditions lost to much of the new generation.
Insight
Western nations have formed a food snobbery toward entomophagy because we have been conditioned to categorise insects as dangerous or disgusting. As a result, we don’t build a food association with bugs.
Opportunity
Since 1931 Smiths has been the original and the best in Australian snack food. Potato crisps, nuts, and pretzels are just a few products that line their chip isle empire.
Idea
Create the next craveable food trend using a range of Smith’s flavoured edible insects. People expect bush food to be wacky which will spark a curiosity among consumers, and drive them to try Bush Tucker.
Execution
We would use Smith’s accessibility and tactical placement to spread Bush Tucker brand awareness so our product ‘flies’ off the shelves.
The design of the packet would be grounded in imagery of the Australian outback with an Australia-shaped window to view the insects that originate from the land down under.
Cinema pre-rolls would promote the new snack in the candy bar.
Forget beer nuts! Bush Tucker is ‘Best with a beer’ and the ultimate pub dare to try.
We’d place sponsored ads in one of Australia’s most-loved survival shows encouraging them to take the #BushTucker challenge and show they’ve got the guts to be a Survivor.
Through a promotion on Uber Eats, Australia’s legendary bushman Crocodile Dundee will show that Bush Tucker is so good, even his mate wants to snap them up.