The New Orleans Chicken Wing Company
“Begin not only understood the product and category story immediately, they helped develop it. They worked on taking what we were trying to achieve and created a brand story that not only gave direction internally at 2 Sisters but engaged the retailer in the different approach and its potential. The speed in which the range surpassed its hurdle rates speaks for itself regarding the outstanding presence of the brand on shelf. And the increase in volume, month-on-month, is testament to the brand promise being delivered by the experience.
It is not the first time we have worked with Begin (or the last). Their ability to take a proposition to market through their enormous brand creation and communication skills, stands them out from their contemporaries. They basically just get it which in turn enables consumers to do the same.”
Neil Pinder, 2 Sisters
The New Orleans Chicken Wing Company was founded by the 2 Sisters Food Group to respond to a gap in the market for great-tasting, affordable food that offers an alternative to traditional shareable favourites such as pizza and Chinese food.
We worked with the 2 Sisters to create a brand essence and personality based on the spirit of New Orleans: easy-going, colourful, irreverent and authentic – communicating the soul of the city and the food. We designed the identity, and packaging, using a vibrant colour palette, fun and eye-catching illustrations which resulted in stand-out on shelf in a lack lustre category.
The New Orleans Chicken Wing Company exclusive launch in Aldi supermarkets was a huge success, meeting all retailer hurdle rates within weeks.