Re-positioning a luxury consumer food brand
The Challenge
Merchant Gourmet needed a new packaging design to improve on-shelf standout whilst creating a sense of discovery for the brand. The product needed to look bright and brilliant in people’s cupboards and appeal to a new health conscious audience.
They also asked us to help manage their digital channels and introduce the brand to a new target audience.
Not a simple task…considering competition from the likes of Tilda and Uncle Ben’s.
The Solution
After extensive product and consumer research, we designed the packaging for Merchant’s new range of flavoured grains, capturing the authenticity and quality sourcing of each product.
The design included a strategic hierarchy of information including health claims and a serving suggestion. It was developed to improve on-shelf stand out and stay ahead of growing competition.
We helped our client further with creative copywriting, photography, website development and launch.
Our digital and social experts collaborated to grow Merchant Gourmet’s community from 2,000 to 36,000 in just 14 months – with engagement that outperformed the rest of the category.
Following on
…from the successful packaging design, Merchant Gourmet appointed us to develop a strategy on how they could widen consumer appeal and frequency of purchase of its pulses, grains and chestnut products, and ultimately grow revenue.
The epicentre to this campaign was Grain & Graze, a five-storey experience in foodie-friendly Islington which featured a pop-up restaurant serving lunch, brunch and dinner alongside a brand immersion room to inspire consumers, retailers and the press with the versatility of the product range.
Today, we maintain a great relationship with Merchant Gourmet, and we look forward to what the future holds for them in the growing health-conscious world we live in.