Red Rock Deli

This activation for Red Rock Deli involved creating an interactive brand experience, in which a character, The Chippelier, would pair chip flavours with varieties of wine.

For clarity, the idea for a multi-sensory experience was already sold into the client before I came onto this project. My role was to develop the experience and write the Chippelier’s script for the hour-long event.

Apart from the length of the event, the main writing challenge was that Red Rock Deli is positioned as a premium brand, which meant the character had to tow a fine line. He had to be knowledgeable and sophisticated, but not so much so that he came across as self-indulgent or for want of a better word, wanky. I worked to craft the scripts so they delivered the information needed to give the character authenticity, but with a touch of dry humour to keep him grounded.