After a five-year hiatus, Trident is launching a national out-of-home brand campaign with phase one launching on January 27 in time for Chinese Lunar New Year and running through to March.
Senior Brand Manager at Hutchinsons, Kathryn Bardak says, “Trident is a brand most people have in their pantry, but they’ve been reaching for it for so long it’s become something they don’t really think about – we think it’s time to remind them!”
The campaign features one Masterbrand creative, along with unique creative for sauces, coconut creams, wet noodles and instant noodles – all on rotation across billboards, smart panels, bus backs in Auckland, Wellington, Christchurch and Dunedin. It will have a rate card spend of $ 680K over 2025.
Bardak continues, “This new campaign is the next step to realise the vision of building the brand to be the go-to authentic Asian brand for New Zealand’s shoppers, continuing to add NPD that gives an authentic cooking experience or snacking options, meeting current consumer needs.”
Flavour and flair of Asia
The Enthusiasts Strategy Partner Martin Yeoman says, “Trident has an incredible array of products that are more relevant than ever to Kiwis. We all seem to have less time for cooking, and we tend to cook the same things again and again – often stuck in meal ruts. Trident solves both these problems by serving up all the flavour and flair of Asia in a flash.”
Jamie Hitchcock, Creative Partner, The Enthusiasts adds, “Trident finds inspiration from all over Asia for its products and we wanted this to come through in the work – the energy, spontaneity, deliciousness and sensory overload of the region – all summed up with the campaign line ‘Crazy quick. Crazy good.’ Trident is familiar and it has a set of well-established and arresting pack design assets. We wanted to make these central to the art direction, connecting any comms to the product on the supermarket shelf.”
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