Brand launch for FMCG company

To give a new fast-moving consumer good (FMCG) product the hot launch it deserved, Amorphous strategised and designed a digital ad campaign and a slick new website for a spice company.

The product launch challenge

Mr Spices is a beloved South African FMCG (fast-moving consumer goods) brand and a staple in kitchen cupboards. With the launch of their new product, Jackpot, they needed people to stop in supermarket aisles and put the products in their baskets. They needed to spread awareness and drive product demand.

The digital design solution

The first step was to create a distinctive product identity for Jackpot. We cleaned up the existing logo and colours so that it would stand out on shelves. 

From the refreshed branding we created everything you need to make people take notice, from stickers to give out at in-store activations all the way up to delivery trucks. 

Then we took it online with a new website and digital advertising. The digital media campaign creative followed a narrative of how Jackpot was the everyday spice that made all meals and occasions tasty. 

The website showcased the whole Mr Spices brand as well as highlighting Jackpot. The vibrant design and foodie content, such as recipes and the Mr Spices story, drew visitors in.

The retail result

With a fresh look and a hot website to back it up, Jackpot hit South African supermarket shelves in style and established itself as a family favourite.