What happens when The Wellington City Mission meets the Paella Boys? A new, delicious fundraising product is born. The Mission asked Moxie to create a brand and name for this exciting new product and work with them on its launch.
The Wellington City Mission teamed up with Paul Barris of Paella Boys to produce and sell ready-to-eat paella meals at local supermarkets and service stations across Wellington to raise funds for The Mission.
Two Worlds Paella is a premium local fresh product with vegan and biodegradable packaging, so the name and brand needed to show its strong ethical position as well as its gourmet appeal. We came up with the Two Worlds Paella name because it combines a delicious old world recipe and our wonderful new world premium fresh produce, reinforced by the strapline “Spanish Rice, Kiwi Goodness”.
Moxie worked with the team to name and brand the product, design the packaging and promotional materials, including point of sale items. We also created the launch marketing plan. Members of our focus groups who tasted the product and tested the brand positioning were right behind the marketing campaign theme — giving never tasted so good.