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When Carrs Pasties collaborated with Aardman Animation Studio to launch a new pasty to mark to 30th Anniversary of Wallace & Gromit: The Wrong Trousers, the result was deliciously inventive. And as part of our ongoing partnership with the famous Bolton-based bakery, we served up an equally imaginative launch solution.

The new More Cheese, Ham & Chilli Jam Pasty features four cheeses nestling alongside pulled ham and caramelised onion in their signature golden puff pastry, accompanied by a tangy chilli jam dip. A true pasty original, which needed some original thinking to go with it.

The Insight
One word. Cheese. Who better to launch this deliciously baked combo than the legendary cheese-loving comedy duo? Globally renowned for their legendary escapades, they were more than ready to get stuck into one of their tastiest experiences yet - a whole new adventure in cheese.

 The Idea

The way we saw it, this delicious pairing represented the perfect recipe for the perfect pasty. Which in turn, inspired a cracking campaign idea.

For us, the challenge was to capture the integrity and inimitable character of Wallace & Gromit, while staying on brand and getting the new product on as many plates as possible. And so, our ‘A Cracking Combination’ campaign was born. Our bold and fearless launch succeeded in capturing the brand personalities of both Carrs Pasties and Aardman, utilising two of animations most-loves and iconic characters.

The Delivery
The resulting campaign combines all the ingredients for success, blending assets from Aardman's world-famous animation studio with the engaging brand style of Carrs.

Our start point for the launch was that the idea had to have legs, and so it has proved. The campaign has the ability to flex across all seasonal events such as Halloween and Christmas, while being ready to be called into action for other key events across Carrs’ promotional calendar. A specially selected typeface conveys a sense of playfulness and energy, while an illustrative cheese radial hugs the ident, giving the pasty a dynamic presence. This visual asset also has the flexibility to be used independently of the logo to add strong visual impact across all communications. This is accompanied by a series of launch animations, capturing the excitement of this cracking collaboration.

The result? An equally cracking response.

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