Fix & Fogg

Our Approach

When Fix & Fogg became one of the few New Zealand food brands to make its way to the International Space Station, the opportunity was too good not to celebrate. Hustle & Bustle was engaged to turn a remarkable product story into a national news moment, showcasing Kiwi innovation on a global - and interstellar - stage.

The Project

After NASA astronauts discovered and loved Fix & Fogg in the United States, the brand was invited to develop a space-ready squeeze pouch suitable for use aboard the International Space Station. Over several months, Fix & Fogg worked alongside NASA to create packaging capable of meeting the unique demands of space travel. To bring the story to life, we developed a strategic PR campaign centred on a limited-edition commemorative jar and the brand's unlikely journey from Wellington farmers' markets to outer space. By tapping into themes of Kiwi ingenuity, ambition, and innovation, we secured widespread media attention and national conversation around the milestone.