“Bringing a taste of the North to every table”, Henderson’s Relish reached 1000 new distribution points outside of its South Yorkshire heartland with a new brand positioning and design.
Henderson’s Relish has been a much-loved table sauce and ingredient in Sheffield for 100 years. But held back by uncertainty around the product’s usage, its reach was limited.
With the objective of becoming a national brand by 2021, Henderson’s engaged Springetts in 2019 to develop a brand positioning and design which would convince retailers it could credibly compete with the category leader.
Steeped in brand personality and delivering maximum shelf-standout, the bold new design with its ‘Strong and Northern’ slogan has disrupted the category and captured consumer attention.
Designed to appeal nationally, as well as to Sheffield fans, Henderson’s new premium look and feel has mitigated the risk of being seen as a value brand and its distinct new label resolves the relish’s previously unclear usage instruction. Retailers including Morrisons and Sainsbury’s were persuaded by the design to provide distribution, enabling the business to compete nationally in 2020; a year earlier than planned.
Success was such, in the year after redesign Henderson’s achieved 42% volume growth, compared to 12% the previous year, and outperformed the category, which grew 10.9%.