How does an ambitious Australian kitchenware retailer cut through the noise during the cacophony of Black Friday?

Almost every retailer offers note-wothy savings during Black Friday. That makes it impossible for brands to stand out with great deals alone.

To give their audience a reason to pay attention, we helped Kitchen Warehouse deliver their impressive savings in a unique way - discounts that get better when you bake them.

We printed their already good deals on baking paper using a mix of normal and thermo-reactive ink. When the paper was exposed to the heat of an oven, the original discounts vanished, revealing even better deals and codes to access them.

The sheets were distributed with purchases in-store, and with every online order in the period leading up to Black Friday,

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Creative Team Phillip Harkness and Jack Wall
GCD Simon Gibson and Nils Ebenrhardt
CCO Tom Martin and Julian Schreiber
Agency Special Group