Real. Delicious.

Yumi’s makes real food that’s big on flavour, proudly vegetarian and ready when you are. They came to us to help go beyond crackers and onto the dinner table. So we did, twice. 

Insights told us customers considered using dips at dinner but just needed a nudge. So, we launched Dip or Create with a vibrant new look to make the dual use of dips crystal clear, stand out on shelf and fit neatly into the growing dip portfolio. Flavours were inspired by Australian cuisine favourites (two Italian, two Mexican), and the smaller 100g tubs even helped reduce food waste. 

A custom Woolworths dispenser brought it all together in-store – and broke the perception that dips are only for dipping.  

‘This launch was a critical one for the brand, and it was a pleasure to work with the [Principals’ consumer brands] team to create a pack that so clearly communicated the versatility of the product within. The team were very responsive and willing to work through a variety of strategic directions, and we’re delighted with the end result and the impact it has on shelf.’
– Susan Booker, Director of Marketing & Innovation 

Meanwhile, Yumi’s Koftas range offers a hearty go-to meal packed with real veggies and bold spices. Our job was to give them serious dinner appeal. Keeping the core Yumi’s identity intact, we just added flavour – with a new look and feel, warm meal photography and strong taste cues.  

Now, Yumi’s are holding its own in the hot meals space. Proof that packaging can drive real behaviour change (and appetite).