In six decades on Australian shelves, snack brand Bhuja has never run a brand campaign. It has never been on television, broadcast video on demand, national outdoor or national radio.
Today, that changed, with a new brand platform alongside a full identity overhaul that repositions Bhuja as bold, adventurous and plant-powered.
“Bhuja has spent sixty years being the snack Australians pass down through families and share with friends, with almost no advertising,” said Hayley Bonaccorso, Head of Marketing & Brand/Portfolio at Majans, the maker of Bhuja.
“That kind of loyalty is a gift and a limit. This campaign is our first time properly telling that story at scale, on Bhuja’s own terms.”
Snack with personality
At the centre of the campaign is a 30-second film, with 15- and 6-second versions, produced by Sydney production agency Sure Studios. It follows Asha, the everyday snacker Bhuja is made for, through familiar Australian moments: a laneway, a house party, a cinema, a beach and a backyard barbecue. Raja, the Bhuja tiger and the brand’s newly formalised icon, makes an appearance.
“Bhuja has a personality that’s unique in the snack category, and we wanted that personality to live in the characters and the world they inhabit,” said Harrison Woodhead, Film Director and Creative Director on the campaign.
“We built the world around moments where Bhuja naturally belongs, then let a little of its magic seep through the cracks.”
The film is set to “Dhum Dhum” by Canadian screen composer and producer Naanak Sodhi (Sodhivine).
“Hearing ‘Dhum Dhum’ in a mainstream Australian campaign means a lot,” said Sodhivine.
“Bhuja has South Asian roots, and so does the sound of the track, which aims to bring the sonics of India to the mainstream. It felt like the right fit, and I’m glad more people will hear and enjoy it.”
The sound design is built around a close-mic’d crunch recorded on a real Bhuja pack. That crunch becomes a sonic hook Majans will carry across the campaign.
Leaning into brand’s uniqueness
Ms Bonaccorso says the campaign doesn’t try to “out-shout the category”. Instead, it highlights the brand’s uniqueness.
“We’ve leaned into what actually makes Bhuja different: real ingredients, layered crunch, unique textures, unmatched flavour, and a cultural authenticity that runs from our recipes right through to the film’s music,” she said.
“It’s bold, and a little bit Boujee. That’s Bhuja.”
Bhuja is made in Brisbane by Majans. The range is gluten-free and built on legumes and nuts, not potato or corn. Bhuja is available nationally at Woolworths, Coles, IGA, Costco and independent grocers.
