Agency Unveils Groundbreaking 47-Slide Deck Explaining Why The Brief Was Actually The Problem
Auckland independent agency Moss & Kite Communications has today announced the successful completion of a strategic repositioning project that concluded the client’s original brief was, in fact, incorrect. The finding follows a rigorous 11-week process involving three workshops, four offsites in Grey Lynn, and one very honest Miro board.
The project began when snack food company Cruncho asked for "a fun social idea" to increase supermarket sell-through in Timaru. Moss & Kite responded with a 47-slide keynote presentation titled Reframing Crunch In A Post-Intent Landscape. The deck featured a quadrant, a triangle, and a bonus hexagon for senior stakeholders. By slide 32, the original request for a fun social idea had evolved into a multi-year cultural platform exploring "the emotional architecture of bite moments." The supermarket objective was respectfully retired.
Managing Partner Isla Featherstone said the breakthrough came during a catered strategy session when the team realised the word fun was "doing too much heavy lifting." The agency courageously replaced it with "ritualised joy clusters," which tested well internally. A junior planner has since been promoted for suggesting the phrase ambient crunch equity, which appeared on six slides and a tea towel used exclusively by the strategy team.
Cruncho has confirmed it is thrilled with the clarity provided. While no campaign has been produced, both parties agree that significant progress has been made in understanding the snack’s inner truth. Moss & Kite is now preparing Phase Two, which will focus on building alignment around what a supermarket is.
The project began when snack food company Cruncho asked for "a fun social idea" to increase supermarket sell-through in Timaru. Moss & Kite responded with a 47-slide keynote presentation titled Reframing Crunch In A Post-Intent Landscape. The deck featured a quadrant, a triangle, and a bonus hexagon for senior stakeholders. By slide 32, the original request for a fun social idea had evolved into a multi-year cultural platform exploring "the emotional architecture of bite moments." The supermarket objective was respectfully retired.
Managing Partner Isla Featherstone said the breakthrough came during a catered strategy session when the team realised the word fun was "doing too much heavy lifting." The agency courageously replaced it with "ritualised joy clusters," which tested well internally. A junior planner has since been promoted for suggesting the phrase ambient crunch equity, which appeared on six slides and a tea towel used exclusively by the strategy team.
Cruncho has confirmed it is thrilled with the clarity provided. While no campaign has been produced, both parties agree that significant progress has been made in understanding the snack’s inner truth. Moss & Kite is now preparing Phase Two, which will focus on building alignment around what a supermarket is.