Auckland Ad Agency Launches Division Dedicated to Naming Limited-Time Burgers
In a bold strategic pivot, Auckland-based creative agency Slap & Tickle has announced the launch of a specialised micro-division focused entirely on naming limited-time-only burgers. Dubbed 'Project BunCall', the team consists of copywriters, a meat semiotician, and one rogue food stylist who insists on only photographing lamb under natural light.
Agency CEO Karen Minchin says the decision came after an all-staff offsite in Papamoa where four separate people pitched 'Burgernaut' for a Smoky Chipotle Rodeo Beef Stack. None of them got the job, but the exec team saw potential. "It's a white space, you know? There’s real intellectual property in a name like 'Beef Quake'. Or 'Waikato Whopperfall'. We want to own lunchtime emotionality," she explained while halfway through a dry turmeric latte.
The new division is already working on a naming block for a major burger chain’s July campaign that features a six-cheese tower and promises 'regional umami'. Internal documents obtained by mad.co.nz reveal brainstormed names including ‘Dairy Me’, ‘The Moo-nion’, and the controversial ‘Cheesus Wept’. A now-former strategist was let go after suggesting 'Melt Club: Brie Edition'.
Early success metrics show an 18% lift in consumer eye-rolls and a 41% decrease in happiness among junior designers forced to animate gooey font reveals in After Effects every Friday. The agency has requested its motion team stop crying audibly during work hours. No comment from Heinz yet, although sources say their in-house condiments team has begun an experimental taskforce called 'Sauce Naming Futures'.
Agency CEO Karen Minchin says the decision came after an all-staff offsite in Papamoa where four separate people pitched 'Burgernaut' for a Smoky Chipotle Rodeo Beef Stack. None of them got the job, but the exec team saw potential. "It's a white space, you know? There’s real intellectual property in a name like 'Beef Quake'. Or 'Waikato Whopperfall'. We want to own lunchtime emotionality," she explained while halfway through a dry turmeric latte.
The new division is already working on a naming block for a major burger chain’s July campaign that features a six-cheese tower and promises 'regional umami'. Internal documents obtained by mad.co.nz reveal brainstormed names including ‘Dairy Me’, ‘The Moo-nion’, and the controversial ‘Cheesus Wept’. A now-former strategist was let go after suggesting 'Melt Club: Brie Edition'.
Early success metrics show an 18% lift in consumer eye-rolls and a 41% decrease in happiness among junior designers forced to animate gooey font reveals in After Effects every Friday. The agency has requested its motion team stop crying audibly during work hours. No comment from Heinz yet, although sources say their in-house condiments team has begun an experimental taskforce called 'Sauce Naming Futures'.