Social Media
Calbee Australia introduced a new brand to its range during my time working with them, hitting supermarkets in 2023. Hooleys are an airy, crunchy treat that the client decided to treat with a tone of “wholesome fun” and had a cartoon mascot created to reflect that.
My role in the Hooleys strategy involved creating their social media presence from scratch based upon brand guidelines an evolving set of social media tactics.
The biggest challenge involved satisfying the client’s desire to showcase a mascot that was designed by another party, and so I had to maximise my use of the content we had received from them. This involved cutting the mascot out of various frames and reimagining them in new contexts.
The project also required a lot of copywriting in the form of catchy one-liners to bring the “fun” aspect to the brand and encourage users to follow the Hooleys account.
MAHALIA RANDALL-DEMLLO 