MASTERING THE FLAVOUR GAME WITH BATCHELOR’S AND POKEMON
Transforming Taste Adventures with an Iconic Collaboration
DELIVERABLES
Retail
Key Visual
Content
Microsite
POS
B2B
Motion
Digital assets
TEAM
Client: Batchelor's
Collaborating partner: Pokemon
Agency: 20ten Creative
Creative director: James Long
Art director: Jose Luengo
YEAR
2021/22
PROJECT BACKGROUND
After the success of our Batchelor's and Call of Duty campaign, we aimed to find another great collaboration to boost Batchelor's brand.
After thorough research, we pitched Pokemon as our ideal partner, leading to an exciting campaign that would captivate audiences and bring new flavour adventures.
CONCEPT DEVELOPMENT
We presented three initial concepts to Premier Foods and Pokemon teams: Evolution, Batle, and Friendship. Each concept drew inspiration from the Pokemon universe and showcased the unique qualities of both brands. For each route, I created KV with bespoke typographic lockups and pack adaptations to visually represent the essence of the concept, ensuring clarity and impact in our presentations.
Evolution
Batle
Friendship
FINAL KV & PACKAGING
The final Key Visual served as the centerpiece of our campaign, featuring the iconic Pokeball integrated with the lockup at the heart of the composition. Surrounding the Pokeball were a selection of dynamic Pokemon ready for battle. This dynamic composition not only captured the essence of the franchise but also immediately caught the consumer's attention.
The design architecture allowed for a clear and impactful message of the promotion, while also being easily adaptable to meet the diverse requirements of different outputs and retailer specifications.
We translated the concept of evolution from Pokemon into the pack design by developing a collective pack range that depicted the evolution of iconic Pokemon characters.
This innovative approach not only appealed to Pokemon fans but also provided a clear and engaging narrative for consumers unfamiliar with the franchise.
CROSS-FUNCTIONAL COLLABORATION
The campaign development was a collaborative effort involving various stakeholders, including junior designers, art workers, and animators. As the overseer of creative output, I ensured consistency and quality across all materials. Managing a cross-functional team, we executed the campaign on a significant scale, delivering impactful POS materials tailored to different retail channels and consumer touch points.
The Batchelor's and Pokemon partnership was launched nationwide across major supermarkets, showcasing adaptations for each retailer and delivered over the course of a year anddivided into three activations.
We strategically engaged influencers and gamers on platforms such as YouTube and TikTok to amplify our reach and engagement. This multi-faceted approach transformed the promotion into a large-scale national campaign, driving consumer excitement and brand visibility across the country.
PROJECT IMPACT
The impact of the campaign was substantial, evidenced by impressive metrics: 31,000 competition entries, 30 million packs sold, and 19% of shoppers newly recruited to the brand. With a total earned reach of 151,000 and 94% positive sentiment, the Batchelor's and Pokemon partnership was a resounding success, demonstrating the effectiveness of strategic brand collaborations in driving consumer engagement and business growth.
Previous collaborative ventures with leading brands that reshaped consumer engagement.
Call of Duty Black Ops
Crash Bandicot
Call of Duty Cold War