Title | THE JUMPING SANDWICH |
Brand | HOCHLAND DEUTSCHLAND GMBH |
Product/Service | TOAST-IT! BBQ STYLE |
Category |
B02. Promotional Item Design |
Entrant
|
KOLLE REBBE Hamburg, GERMANY
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
Production
|
KOLLE REBBE Hamburg, GERMANY
|
Production 2
|
RTS SCHOLZ Bremen, GERMANY
|
Production 3
|
CZAR Berlin, GERMANY
|
Production 4
|
HASTINGS MUSIC Hamburg, GERMANY
|
Credits
Sascha Hanke |
Kolle Rebbe GmbH |
Executive Creative Director |
Rolf Leger |
Kolle Rebbe GmbH |
Executive Creative Director |
Alexander Hesslein |
Kolle Rebbe GmbH |
Creative Director |
Stefanie Heyen |
Kolle Rebbe GmbH |
Creative Director |
Tim Esser |
Kolle Rebbe GmbH |
Creative Director |
Sönke Klein |
Kolle Rebbe GmbH |
Art Director |
Arno Meinen |
Kolle Rebbe GmbH |
Copywriter |
Christian Frank |
Kolle Rebbe GmbH |
Account Supervisor |
Jana Quest |
Kolle Rebbe GmbH |
Account Manager |
Ricarda Brieden |
Kolle Rebbe GmbH |
Agency Producer |
Lore Glander |
Kolle Rebbe GmbH |
Production Manager |
Dimitri Ismer |
Kolle Rebbe GmbH |
Retoucher |
Katja Sluyter |
Kolle Rebbe GmbH |
Art Buyer |
Alice Feja |
Kolle Rebbe GmbH |
Art Buyer |
Alexander Hildenberg |
Kolle Rebbe GmbH |
Cinematographer |
Falco Tilgner |
Kolle Rebbe GmbH |
Editor |
Jan Burwick |
- |
Photographer |
The Campaign
For this reason we created, designed and engineered The Jumping Sandwich; a packaging that replicates a traditional toaster – from both the outside and the inside.
Creative Execution
To highlight the benefits of the Hochland TOAST IT sandwiches, we deliberately designed the packaging to look like a toaster. But it’s not just visually that the packing hast a toaster like feel. When the consumer opens the package, the sandwiches pop up and out just like toast.
The technology is simple – a spring mechanism was constructed by folding heavy-duty paper into a stage and connecting it with two rubber bands. That transforms conventional packaging into a playful, new sandwich experience.
Indication of how successful the outcome was in the market
The packaging was a simple idea that turned out to be a massive hit. The Jumping Sandwich enjoyed a remarkable double-digit sales increase in a matter of weeks, and became the most successful and innovative sales promotion in recent years. Demonstrating once again that Hochland knows how to think outside the box.
Our objective was to produce an attention-grabbing promotional item. One that would help Hochland significantly differentiate themselves, and instantly stand out from the competition, by impressing not just sandwich lovers, but new consumers as well.