Ingham’s Buttermilk Chicken Fixx

Obsessive about the crunch…

Ingham’s is one of New Zealand’s most established chicken brands, known for feeding families for generations. But in the fast-growing “fakeaway” category – where at-home meals mimic takeaway indulgence – the brand lacked presence. With the space dominated by a single player, there was an opportunity for Ingham’s to deliver a bolder, more craveable experience that spoke directly to modern appetites.

Enter Buttermilk Crunch Chicken – a new range designed to bring the addictive satisfaction of fried chicken home. Built on the creative platform “Obsessive About the Crunch,” the brand celebrates texture, attitude, and the joy of indulgence.

Where most frozen meal brands lean into safe, family-friendly cues, Buttermilk Crunch embraces grit and personality. The design rejects polished perfection in favour of tactile imperfection, it’s chicken with swagger.

Visually, the brand draws from street posters, indie gig flyers, and takeaway culture. The design language feels raw and immediate: oversized, dripping food photography dominates the pack; typography is layered, distressed, and scrawled; and textures mimic paste-ups and photocopies. The effect is deliberately unrefined – a lo-fi aesthetic that amplifies energy, crunch, and heat.

The palette hits hard, anchored in vivid reds and yellows that signal spice and flavour. Flame motifs, torn edges, and halftone shadows create movement and grit, evoking the DIY visual chaos of street culture. Each variant turns the dial – with the spicy SKU pushing colour, pattern, and tone even further, creating a clear visual hierarchy that still feels unified within the range.

Back-of-pack storytelling reinforces the creative idea with tongue-in-cheek “crunch rituals” and tasting notes that celebrate obsession and fandom. The copywriting leans into irreverence and self-awareness, merging fast food bravado with music culture attitude.

Ingham’s Buttermilk Crunch Chicken enters the fakeaway category as a genuine disruptor — a bold, crave-driven brand that’s loud, proud, and unapologetically obsessed with the crunch.