WonderFULL
Brief
Speculative pitch campaign concept to develop a campaign concept to attract modern family shoppers to Whitworths — encouraging them to switch from own-label snacks to a more nutritious and brand-led option.
Approach
The campaign demonstrated a bold, ownable voice for the brand with storytelling that championed energy, momentum and meaning — helping Whitworths speak directly to a time-poor, health-conscious audience.
Impact
Centred around the proposition of “super-concentrated nutrition,” the concept positioned Whitworths’ Wondermix as fuel for full, busy lives. A campaign idea titled WonderFull captured the emotional and functional benefit of a snack that keeps pace with daily chaos — with a tone that felt vibrant, human and real.
