While “The Original Kiwi Dip” is undoubtedly an iconic piece of New Zealand culture, we needed to combat the wide range of readymade dips now available to shoppers.

But, we didn’t shy away from the fact that this dip requires some assembly; we celebrated it. We focused on the insight that we New Zealanders have a secret language that no one else understands. With two simple ingredients we can conjure up an iconic story in a fellow-Kiwi’s head.

Everyone knows the pieces of culture created by putting these pairings together without us closing the loop. Just like Nestlé Reduced Cream and Maggi Onion Soup… they’re the makings of a classic.

MORE WORK

PAK’nSAVE Christmas

NZ Post Keeping ho-ho hush-hush

Testicular Cancer NZ Testimatic