“Fists of Fusian”

Background

Asian flavours are driving growth in the warm snacking category for Gen Y consumers but Maggi Fusian was struggling because, with little brand or product heritage in Asian flavours, it couldn’t hang its hat on authenticity.

The brief was to change Fusian’s fortunes and entertain a bored Gen Y audience. These young people don’t differentiate between ads and content – they just want to be entertained. They’re always mashing up, auto-tuning, and LOLing about the things they like. So the idea was to let them tell their story the way they do best.