Kiwi | Dow Goodfolk, brand strategy, identity, packaging and digital design agency
Dow Goodfolk
Kiwi image

Breaking bad

Here’s a success story to bust a whole passel of myths. ‘Never put a picture of the animal on the label’ had been the squealing cry of the naysayers for nigh on ever. But Kiwi, that 80+ year old NZ bacon company, hadn’t stuck around as long as they had by being afraid to challenge authority – or breaking bad, as they say. And since one of their most important innovations was to become 100% NZ free farmed and 100% natural – breaking bad for real – they decided that a real life window on to their pig farm was exactly the pig tale for them. And guess what? Four weeks from launch, sales had tripled. That’s no porkie.

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