Red Rock Deli have a history of creating some very appetising but also more traditional advertising campaigns, and off the back of a creative pitch we arrived at an idea that brought their positioning of “sensorial enlivenment” to life via a pop-up store in Sydney. With Red Rock Deli Taste Space we wanted to take customers on a unique flavour journey, where they could select from a list of flavours to arrive at a carefully curated chip flavour combination that they’d never tasted, ever before. This was all facilitated via a touchscreen interface instore to allow people to choose their favourite flavours and discover what other ingredients perfectly matched with those. The final layer in the personalised experience was to enable people to name their packaging with designs that reflected the explosion of flavour that they were about to sample.
The end result was to create a flavour experience that was worth sharing, with friends, through PR and also social media. But also for the Red Rock Deli marketing team to find a new way to truly interact with and reach all the senses of their customers.
