ADVERTISING CAMPAIGN 2026
AUSTCHILLI GROUP
A winter campaign using a visual metaphor to position chillies as the perfect way to bring heat and flavour to winter cooking.
Turn up the heat.
01 - THE INSIGHT
After a freezing commute home during Melbourne winter, we don’t crave a salad, we crave something that warms us back up. We reach for steaming curries, soups and spicy comfort food that don’t just taste hot - they leave us physically feeling warmer.
02 - THE BRIEF
Develop a magazine advertisement for Austchilli Group targeting adults aged 20+, encouraging them to bring warmth and spice to their cooking during winter. The execution was required to use a visual metaphor, with Austchilli branding and chillies incorporated into the creative.
03 - THE IDEA
Turn up the heat.
The idea takes the familiar act of turning up the heat on a stove and gives it a twist. By transforming red chillies into the flames beneath a cooking pot, the visual metaphor connects the physical heat of cooking with the heat and flavour chillies bring to a meal.
The line “Turn up the heat” reinforces this double meaning, while “Warm up this winter” connects the idea directly to the seasonal message.
04 - THE CAMPAIGN
TRANSIT
SOCIAL MEDIA VIDEO- STORYBOARD
05 - WHY IT WORKS
The campaign directly translates the brief into a simple visual idea. Chillies represent spice, the flame formation communicates heat and warmth, and the cooking environment keeps the product connected to winter meals. The double meaning of “Turn up the heat” ties these elements together in a memorable way.
Extending the executions across print, out of home and social media demonstrates how the idea can adapt to different media while maintaining a consistent message and visual identity.