Onfire Puts the Crunch into New Ingham's Packaging

Crispy on the outside, juicy on the inside, and incredibly tender and flavoursome - Ingham’s has cracked the code for crunchy supermarket bought chicken. It’s perfect for fast food cravings without having to leave home.

For this new Crunchy Fixx Buttermilk Chicken Tenders and Burgers Range, Ingham’s wanted a ‘crunchy’ new look – to stand out on shelf and bring enjoyment to meal time. With plenty of experience appealing to Millennials and Zoomers, Onfire Design  from Takapuna on Auckland’s North Shore, made a great match.

According to Onfire Creative Director Matt Grantham, “when it comes to crunchy chicken, the core demographic knows its stuff from their experience with takeaway. It sounds a bit over the top, but their commitment to get their crunchy fixx is edgy, driven, almost cultish. These sentiments played a part in developing the designs.”

Inspiration for the design comes from the urban streetscape. As Matt explains “The lo-fi, hand-crafted look lends a rough, textural feel and communicates the crunchy proposition. Typography is haphazard, appearing to be paste-up while full colour food photography looks like it’s been scissor cut from food magazines. Rich colour and detailed textures add further impact and drama.”

Now, with the new packaging from Onfire, the target can see it, get it, and have the same experience at home with a trusted brand.

The project further builds Onfire’s credentials in FMCG and big supermarket brands. As Founder Sam Allan says, “Our packaging portfolio has expanded hugely in the past 18 months - and it hasn’t gone unnoticed. Earlier this year we were recognised by the World Brand Design Society Awards in London with three Gold, a Silver and two Bronze. It’s a real feather in the caps of our team and gives clients even more confidence in our ability to convert from the brief and strategy to the end products on shelves.”

Since the launch in April, Ingham’s Crunchy Fixx ‘Buttermilk’ Tenders and Burgers have been flying off the shelf with the client being “super happy” with the results.