Winners 2014/External Communications Bronze

Project: Crosse & Blackwell

Client: Princes Food and Drink Group

Design: Tayburn

Crosse & Blackwell, acquired by Princes Food and Drink Group in 2011, needed to modernise their brand. They wanted to create an integrated campaign from packaging to advertising that resulted in a major re-appraisal in the minds of shoppers.

Tayburn analysed the market through focus groups and shopper research. They needed to reinforce consumer memory structures from a time when Crosse & Blackwell was a staple in the shopping basket. With straplines and images reinforcing a strong sense of home-grown Britishness, Tayburn designed a 6 sheet outdoor campaign that ran across Morrison’s stores. As part of the campaign, a partnership with the Daily Telegraph provided supporting editorial, sponsorship and a microsite.

After the first quarter of trading Crosse & Blackwell had sold 4.5 million cans, which translated into value sales worth over £3 million. The re-design allowed the price point to move from an average of 50p to 79p per can – a 58% increase. Crosse & Blackwell soup is now the second favourite brand in Morrisons.