A Long and Fruitful Partnership: Communiqué and Mr. Riley
Mr. Riley branding has been shaped by Communiqué for over 30 years through marketing, packaging, and creative campaigns. Over the years, we have developed a wide range of ideas for this much-loved Maltese snack brand. The recent Mr. Riley Snack Attack Art Competition is one of the latest examples of this long-standing partnership.
Mr. Riley Branding Through the Years
Our relationship with Mr. Riley has grown over three decades. During this time, we have helped shape the brand’s identity through consistent communication, packaging design, and memorable campaigns. This strong collaboration has allowed us to keep the brand fresh while staying true to its recognisable personality.
A Creative Collaboration with Julian Cini
This latest campaign began when Communiqué discovered local artist Julian Cini’s creative interpretations of Mr. Riley and his well-known FrenchFries on Instagram. We immediately saw the potential for a meaningful collaboration.
We proposed the idea to Rimus Riley Ltd. and suggested a joint project with the artist. The concept was to create a mural for the company’s headquarters in Żejtun. The client embraced the idea, as they were keen to support local talent while giving their offices a fresh and vibrant look.
The mural was unveiled in October and marked the beginning of an exciting new chapter in the partnership. The team at Communiqué was proud to bring this idea to life.
Bernice Micallef, Director of Communiqué, described the experience as a joy from the start. She explained that the mural quickly inspired a wider initiative. The client was so impressed by Julian Cini’s work that they wanted to discover even more local artistic talent.
The Mr. Riley Snack Attack Art Competition
This led to the launch of the Mr. Riley Snack Attack Art Competition. Participants were invited to submit their own artistic interpretations of Mr. Riley and his FrenchFries.
Communiqué managed the campaign from start to finish. This included planning the communications, creating content for social media, developing bus stop adverts across Malta, and ensuring a strong and consistent brand message throughout.
The competition was open to two age categories: 13 to 16 and 17+. Prizes included graphic display tablets and art supply vouchers. More than 200 people registered to take part, which made judging especially difficult.
Because of the high standard of entries, Communiqué and the brand decided to extend public engagement through a public vote. This voting platform was planned to launch after the official prize-giving ceremony at Rimus Riley Ltd. headquarters on 21st December.
Celebrating Maltese Artistic Talent
This campaign reflects more than Mr. Riley branding. It also shows the value of creativity, collaboration, and community support. By bringing together brand communication and artistic expression, the project celebrated local talent in a meaningful and memorable way.
The team at Communiqué looks forward to celebrating the winners and recognising the outstanding artistic talent found across the Maltese islands.
Learn more about our approach on our About Us page
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