BBC

Rebranding Marmalade for the BBC

We recently got called upon by BBC’s Rip Off Britain as expert food marketers. The brief was to look at how marmalade, a once family favourite, but the latest food to fall firmly out of fashion, could be saved from extinction. The brief was to reposition marmalade to a younger audience and to make it more contemporary with a ‘rebrand’ of the traditional fruit preserve after statistics revealed that sales of marmalade have been dropping in the last few decades.

Watch the full feature in the video below

We recently got called upon by BBC’s Rip Off Britain as expert food marketers. The brief was to look at how marmalade, a once family favourite, but the latest food to fall firmly out of fashion, could be saved from extinction. The brief was to reposition marmalade to a younger audience and to make it more contemporary with a ‘rebrand’ of the traditional fruit preserve after statistics revealed that sales of marmalade have been dropping in the last few decades.

Watch the full feature in the video below

ALLGOOD were tasked with creating new labelling that would persuade people that marmalade can be just as tasty as Nutella and can be eaten anytime of the day.

After a complete rebrand and refreshed packaging concept, the jars were consumer tested in London live on the programme to great applause from the younger generation. Job done…especially when we had about 2 days to create the whole project!

In particular they loved the minimal packaging and bold use of typography. Interestingly, on the show the older generation didn’t like it, surely a sign that with some investment the product may appeal to people outside of the current demographic.

“When it comes to food, all it takes to turn someone’s head and hopefully their taste buds, is a bit of clever packaging. Job done.”

Gloria Hunniford

“When it comes to food, all it takes to turn someone’s head and hopefully their taste buds, is a bit of clever packaging. Job done.”

Gloria Hunniford

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