Austchilli Group
Spicy Sidekick
BRAND: Austchilli Group
PRODUCT/SERVICE: Chillies
TARGET AUDIENCE: Males and females 20+
SMP: Bring some spice and warmth to your cooking this winter
MEDIA: Magazine (Print)
Insight: Winter meals often feel dull, so adding a cheeky chilli character brings fun, warmth, and personality that makes spice memorable and engaging.
Target Persona:
The target audience is adults aged 25–35 who enjoy cooking at home but often find winter meals repetitive and bland. They’re playful, social, and drawn to brands with personality that don’t take themselves too seriously. For them, Austchilli isn’t just an ingredient, it’s a cheeky sidekick that adds fun, excitement, and warmth to their winter cooking.
idea:
Austchilli comes to life through a cheeky chilli character that playfully interacts with the cook. With the line “Bringing Back the Heat This Winter,” the ad turns an ordinary ingredient into a fun sidekick that makes winter meals exciting again.
Competitors:
Competitors include supermarket own-brand chillies, spice mixes like MasterFoods, and imported chilli products that compete mainly on price, availability, and variety.
Why it Works:
The character makes the brand stand out in a market of plain competitors, while the humour keeps it light, memorable, and easy to connect with. It ties directly to the SMP by showing how Austchilli adds both spice and warmth to everyday cooking.
Opportunity:
Positioning Austchilli as the standout choice for winter cooking by going beyond function and using a fun, cheeky chilli character to make the brand memorable and inject personality into a category dominated by plain competitors.
