Owning a unique positioning in the marketplace has enabled Tom Parker Creamery to unlock mainstream opportunities, including in 733 Sainsbury’s stores.
In a category dominated by large brands and own-label, the 100 year-old dairy business has just 14 staff. Mainly sold through markets and a delivery service, the brand’s fresh milk, cream and flavoured milks hadn’t had to compete on supermarket shelves before. But in 2021, with the opportunity to trial in Sainsbury’s, White Bear was commissioned to overhaul the family business’ identity, to deliver a platform for growth.
The design process identified what makes Tom Parker Creamery special – the ethical way they treat their cows. A new positioning and brand design was created around their approach to dairy farming, which gave the business a clear point of difference, enabling conversations with supermarkets. Tom Parker Creamery was initially set to trial in 79 Sainsbury’s, but with its clear story, values and strong and playful visual identity and packaging, it secured listings in nine and a half times more Sainsbury’s stores, as well as with Waitrose and Ocado.
Codifying the brand’s values not only differentiated Tom Parker Creamery from its mass-producer competitors, it also influenced business strategy, resulting in four farm partners recruited through a clear framework aligning with their welfare and sustainability standards. All bottles are now fully recyclable at no extra cost, and despite lower volume sales overall in the dairy category in 2022, the business bucked this trend with its unit sales and revenue both almost doubling by September 2023.
