Goodtime – Classic Kiwi Pies

Client: The Goodtime Pie Co. – Classic Kiwi Range

Industry: Food Manufacturing

Client Objective: Reposition the Classic Pie range to strengthen The Goodtime Pie Co. credentials as a fun Kiwi made brand.

Tank idea: The Goodtime Pie Co. is NZ's largest Kiwi-owned manufacturer of pies, and has been proudly making the Classic Pie range Kiwis love since 1978. The packaging however did not shout out Kiwi. With this in mind, we decided to create a new quirky Kiwiana look for the Classic range. So now each pack features a Kiwi icon, with a quirky Kiwi quote and fun story all designed to give the pie eater a bit of a chuckle… “That’s classic Kiwi”. The relaunch of the range was also supported with a sales presenter, counter cards, pie warmer stickers and pavement stands.

Result: The new Kiwiana packaging has created great excitement in the market with sales up greatly since the launch. Interest in the range has been shown from several export markets who love the Kiwi-made stories.