Chelsea Golden Syrup

Agency: Fly
Client: Chelsea Sugar
Creative Director: Johnson McKay
Art Direction: Johnson McKay
Illustrator: Greg Straight
Design: Tanmay Desai, Jay Watson
Campaign Management: Jay Watson
Country: New Zealand

Chelsea Sugar is an iconic New Zealand brand that needed a fresh approach to how it engaged a new generation of kiwi home bakers.

Chelsea Golden Syrup is a baking essential and Fly wanted to give New Zealanders a compelling reason to top up before Christmas.

Celebrated New Zealand artist, Greg Straight, grew up a scones throw from the Chelsea Sugar refinery on the North Shore of Auckland and was a perfect person to create a piece of art for a limited edition “artist inspired” Golden Syrup tin.

Greg’s muse was the natural surroundings of the Chelsea Sugar refinery, with beautiful views across the Waitemata Harbour. The art was then turned into a beautiful tin available in supermarkets across New Zealand from October 14th 2013.

My role was to work closely with the Art Director to translate the aesthetics of the tin into a variety of merchandise items, point of sale pieces & online banners that together created a great looking, cohesive integrated campaign.

It was great to be involved on the project from the beginning stages and seeing the idea come into fruition.