‘Crispy’ Label Change Campaign.
Brand: CRISPY Oven Fresh Delicacies
Market: South Asians living in Canada, USA, UK, UAE, Australia & Germany
Theme: ‘New’ (updated) ‘CRISPY’ icon.
Media: TV, Radio, POP.
Objective: ‘New look’ sensitization.
Challenge: Revamping the look of an established brand – in a ‘visually driven’ market teeming with look-alike products.

WU ‘Price’ Flyers 2013 (French)
Item: Western Union ‘Price’ Flyers (2013).
Market: Quebec, Canada.
Language: French.
Demographic: French-speaking Canadians of South Asian (inclusive of India & Pakistan) origin.
Theme: 2013 ‘New’ Transfer Fee Announcement.
Objective: Announce ‘new’ reduced transfer fee applicable to money sent from Canada to South Asia (including India & Pakistan).
Challenge: Gently focus on the ‘still more savings’ via the use of WU’s Preferred Customer Card. This was brought out through the use of the ‘Rate Table’.