Transforming a traditional brand
Based in Radcliffe-on-Trent since 1906, Walter Harrison’s have been creating the highest quality bird feeds for over 100 years. The existing packaging really had stood the test of time driving sales in excess of £4m pa however recent changes in consumers buying habits and the rebranding of some of their competitors meant it was time for a facelift. We were asked to work closely with the Pedigree marketing team to bring the range up-to-date whilst retaining the heritage and history that the brand has, the product had to stand out on shelf and it was important that we carried over the look and feel of the existing packaging, this was a subtle migration not a reinvention.
The results are stunning, more retailers stocking the product, the marketing team have been busy with NPD so the range is bigger and sales are up 20%. Walter Harrison’s new packaging is literally ‘flying off the shelf’.