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
Photography with Howard Shooter
Culinary Flour
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 the previous 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).
Share increase:
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.
