Trident gallops into the year of the horse with ‘Got Trident? Got a Meal’ via The Enthusiasts
After the runaway success of its 2025 brand campaign, Trident is back in market this month with a refreshed iteration from The Enthusiasts.
Building on strong brand uplift and positive consumer response, the new “Got Trident? Got a Meal.” campaign continues to position Trident as the pantry staple that turns everyday ingredients into easy, flavour-packed meals.
Timed to align with the Year of the Horse – a year symbolising passion, energy and independence – the campaign celebrates confident, independent cooking at home. With Trident in the cupboard, you’re already halfway there.
The refreshed creative has rolled out across out-of-home and digital, bringing more movement, more appetite appeal and even clearer meal inspiration. A tactical bus shelter campaign over O Week in Auckland and in Auckland’s Britomart precinct will reach more than 65,000 commuters, with creative that changes throughout the day — lunch inspiration in the morning, dinner solutions in the evening. It’s smart, simple and designed to stop shoppers in their tracks.
Says Martin Yeoman, Strategy Partner, The Enthusiasts: “Trident delivers the flavour and flair of Asia in a flash. Asian cuisine is full of energy, spontaneity and sensory impact – and we wanted that feeling to come through loud and clear in the work. It’s captured in the line ‘Crazy quick. Crazy good.’ Now in our second year in market, we’re further establishing Trident’s brand assets and building lasting memory structures all the way to the shelf.”
Hutchinsons NZ General Manager Ron Curteis says the campaign continues to build momentum for the brand: “Last year’s campaign delivered strong results and moved key brand metrics in the right direction. This refreshed work builds on that success and takes it further. It reinforces Trident as a trusted, versatile brand that makes meal decisions easy.”
With a retail value of $20 million, Trident spans multiple categories, including New Zealand’s number one Sweet Chilli Sauce and the number two Coconut Milk and Cream brand. The range also includes cooking and snacking noodles, dry soup mixes and canned fish — giving shoppers multiple ways to create authentic Asian-inspired meals at home.
With strong retail support and a campaign that continues to evolve, Trident is set to maintain its pace in 2026.
Creative & Strategy – The Enthusiasts
Illustrator – Joseph Qiu
Watermark Producer / Creative Director – Phillip Small
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