Food Producers

The frozen seafood category was struggling and had undergone a programme of cost cutting and value offering which had an adverse impact on consumer perceptions of the Young’s brand. To convince consumers to shop their frozen products again, the key challenge for Young’s was to bring taste back to the freezer and address the brand’s particular problem of ‘Who believes a fisherman can cook them a tasty fish dish?’

Fortnum & Mason’s iconic handmade chocolate range was not reflective of the beautiful chocolates found within, making it at risk of being forgotten in an ever-changing and highly competitive luxury chocolate market. With flat sales, the design challenge was to transform the range to resonate with consumers again and to make Fortnum’s a chocolate destination once more.

Saffola has operated in the Indian food marketplace for 45 years and in 2010 extended into the expanding breakfast category. However the jump into the complex category was hasty, and with ineffective shelf impact, Saffola’s market share quickly began to suffer. The decision was taken to reinvigorate the brand and packaging in 2013, to transform it into a heavyweight contender in the breakfast space.

Founded in 2009, a family owned business at the forefront of the small batch artisan ice block movement in Australia, saw an opportunity to strengthen their brand’s visual identity and to differentiate in an increasingly competitive marketplace.

In a category where consumers are prone to defaulting to the product with the best price, cooking oil brand Fry Light was finding that despite their unique spray format, 80% of consumers were only buying their product once. The decision was taken to reinvigorate the brand and pack design to deliver a healthier look and feel to appeal to a wider range of consumers beyond dieters.

Twinings wanted to reframe consumer perceptions of their 300 year old brand and extend into new premium/luxury channels through the launch of a super-premium range. ‘Signature Blends’ is a collection of 14 crafted presentation cases, inspired by the surprise and delight that comes with the first sip.

Goodlife's new repositioning and brand design has challenged the vegetarian frozen food’s category convention of light 'healthy' looking packs, opting instead for brand semiotics to evoke real, hearty foodiness and resonate with a new, much-wider audience. This category changing reframing of the 25 year old brand has delivered fantastic results with total sales up 66% in nine months.

Recognising the increasing importance of formal gifting in the UK, Lindt had high hopes that its new Master Chocolatier Collection would not only be successful in its own right, but that it would help their overall market growth in this category. As one of the main influencing factors in the shopper’s purchasing decision, the package design was considered critical in order to achieve stand out against all the other formal gifting offers.

Eight years after launch, Pipers Crisps was receiving underwhelming feedback from customers and was suffering from being delisted by Harvey Nichols delicatessen. With their messaging no longer unique to the market, and losing market share, the challenge was set to reinvigorate the brand with a bold new identity and pack design.

Although Ocean Trawlers’ premium UK products were the quality benchmark in the seafood industry, they were not enjoying the competitive advantage this position should have been delivering. In an industry that normally trades its products as commodities, Ocean Trawlers took a visionary approach, briefing the agency to add value to their premium products in order to become supplier of choice to their customers.