Mary Berry’s Foods is giving its popular range of dressings and sauces a colourful new look ahead of the peak summer sales season.
Aimed at increasing standout on shelf and broadening the brand’s appeal to an even wider audience, the new look features a series of eye-catching colour-coded labels and follows consumer research which found the new look resonated more strongly with existing fans of the brand, whilst new shoppers said they were also keen to start making purchases from the new look line-up.
“We challenged ourselves to come up with a new look that would create improved standout on shelf but also drive sales at the point of purchase by inspiring shoppers of all ages to try our range,” explains Anne-Marie Cannon, Brand Manager for Mary Berry’s at brand owner RH Amar. The design highlights vibrant photography of each recipe’s natural ingredients:
“Our winning design created a real wow factor with all our key audiences. We have created a new look and feel for the brand that is fresh, colourful and attractive, while also reinforcing the quality credentials for which the Mary Berry’s brand has become famous.”
The new look, which hits shelves from March, comes ahead of the allimportant summer selling season for the Mary Berry’s core dressings range and will be supported across the brand’s social media channels with a #NotJustForSalads campaign aimed at showing the range’s versatility across different meal occasions.
Eye-catching imagery and recipe posts on the brand’s social media channels will be aimed at inspiring summer eating and entertaining beyond salads, while the brand’s vegetarian and vegan-friendly credentials will also be a feature of the campaign, with key activity around Vegetarian Week and National BBQ Week events in May. Shoppers will soon get the chance to try a new Fruity Pomegranate Dressing which, as well as tasting great on salads, also makes a delicious topping for ice cream – and can even be used to add a tasty new twist to baking.
“Dressings are a year-round purchase for many shoppers,” says Anne-Marie Cannon, “and there is always a surge in interest from the end of March until the end of September, so this is clearly a great time to be going out with a vibrant new look. We will also be aiming to inspire shoppers and shout about our range’s wider versatility, providing recipe inspiration during key occasions like the barbecue season, as well as in everyday meal solutions. As the number one brand in premium dressings we are also particularly well placed to continue to drive the trend for shoppers to trade up, with value growing ahead of volume at the premium end of the category.”
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