We created the Proud & Punch brand three years ago. It was treated as a niché opportunity at the time, but Peters soon realised it had mass market potential. We “re-launched” the brand with a punchy, playful idea: Treat me good. Real treats, with real ingredients, done good. The campaign deliberately leverages the key packaging assets, in effect seamlessly linking all our media back to the freezer shelf. Proud & Punch has leapt to #2 in the better-for-you multipack segment.
Treat Me Good