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Bread Flour
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Baking is one of Britain's favourite pastimes - even considered a sexy activity, rather than a drudge.

Yet, ironically, the flour category is in broad decline. This case study shows that by digging into consumer insights and launching a daring new packaging design that you can attract new consumers and drive desire.

What we did:

  • Brand repositioning
  • Brand and pack architecture
  • Packaging design
  • On-pack copywriting
  • Photography and art direction
  • Brand Guidelines

Awards

Grocer marketing Awards

Best packaging campaign 2014

Marketing Design Award FMCG and Grand Prix

Winner 2014

FAB Awards

Design effectiveness winner 2014

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Photography with
Howard Shooter
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Culinary Flour
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Business Results

These bold geometric patterns have successfully attracted a new generation of consumers, with 55% of purchases now being made by younger 'eager' bakers.

Sales increase:

Allinson's volume sales have increased 6.1% year on year vs. previous year (2013-14).

Volume increase:

In the period since the rebrand there has been a 4.1% increase in volume vs. the same period last year.

Value increase:

Allinson is now worth about £10.5 million in value, outperforming the market considerably and growing ahead of the total flour market (Up 2.1% over the year compared to 1.1% for the market).

Growth increase:

The brand has grown 10% in value since last year.

Share increase:

In the last year, Allinson's share of the bread flour market has risen from 34% to 36%. this is led by the bread flour packs which are now 35.5% of the Bread flour market and growing ahead of total bread flour.

Source: Allinson flour

Credits: Howard Shooter for photography

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