Holy Aioli Fanatical Taste

Since its launch into the condiment aisle, Tongue and Cheek’s Holy Aioli has established itself as a viable #2 brand for consumers in a category dominated by one large global brand. Proudly New Zealand-made and obsessive about good aioli, it was a brand with a perfectionist mindset.

However, it lacked the desired impact, and there was a distinct misunderstanding about that brand’s name. Our work revolved around recapturing the reason why it was created in the first place; the simple notion of aioli that is so good that it elevates the experience of eating the humble Kiwi chip to an unforgettable moment. The brand became Holy Aioli, a simple all-in-one statement. Visually, it is single-minded in its storytelling. The humble chip, with a perfectly dunked creamy dollop of aioli, is shown in all its hyperrealistic, textural glory. The bottle fully embraces yellow, inspired by the free-range eggs that is a core ingredient. Simple, brightly coloured ingredient-shaped stickers define flavours. The label shape was amended to focus attention on the proposition.

Tone-of-voice is geeky and obsessive, referencing how the aioli is made, what real aioli is, and why Holy Aioli will never compromise.

The result is an aioli on a mission: to promote what real aioli is. On the shelf, it is all about the food porn of the perfectly dunked hot chip, as well as being an ever-so-subtle middle finger to the competition.