We were challenged to attract a younger Millennial audience to the stock category in a foodie and inspiring way.
We were asked by the Knorr global team to shake up the stock market by looking at the positioning and re-design of Knorr stock pots. Our challenge was to create an identity that had more appeal to a younger, Millennial audience. These highly visual, foody, taste chasers want to create experiences with their dishes by customising their food to create exciting, tasty, wholesome eating occasions. Millennials expect the full package… including the packaging.
As an absolute British family staple the Knorr stockpots have a special place in consumers hearts, so we worked hard to hero the brand equities while giving overall packaging a design re-fresh. By injecting some taste appeal into the design through scrumptious food photography, the packaging works harder in the retail environment and pulls on Millennial’s curiosity for cooking. The use of bright rich colours as part of the design lock-up adds a flavour punch to the design and also helps consumers shop the variety of great flavours available within the range.
An exciting, foodie and inspiring design solution to tempt Millennial shoppers into the category.
Unilever wanted to launch a new campaign to reignite the Marmite brand, so we collaborated with another Omnicom agency Adam & Eve on the ‘Marmite Gene’ campaign which sought to demonstrate if there was any scientific evidence behind why people loved or hated Marmite. Our role was to communicate the science behind the Gene project in a uniquely Marmite way, whilst providing assets which could be used by multiple partner agencies.
We created the central graphical assets of the ‘Helix’ and iconic ‘Gene Pattern’. We created a design toolkit containing a number of design assets that were used across various brand activation touch points including packaging, direct mail, PR influencer presentation boxes and assets for use on the digital platform.
Marmite saw an 11% sales uplift on the back of the Gene campaign.
OurCreative. impressive right from the start and really understood the brief on this project. We worked collaboratively all through the project and I was impressed with how the team managed to meet our tight deadlines. The packaging across the three tiers looks fantastic and it’s easy for customers to understand and shop. I am looking forward to working with OurCreative. again in the future and want to say thank you for all their hard work on George Home. We are immensely proud of what we have achieved!
Lucinda Maloney, Brand Manager General Merchandise, Asda Own Brand Team
OurCreative. have been brilliant from the off. They’ve been the key to us creating a design we couldn’t be more proud of, and at the same time have been on hand to guide us on areas we were completely new to - from IP to print finishes, and everything in between. We wouldn’t be in the position we are now without them!
Miles Nurse, Co Founder, Cantina
Since OurCreative. were appointed, they quickly got under the skin of the business, brands and category. Briefs are not just met but provoke strong debates and push our boundaries to get the best outcome. It’s a testament to how effective and easy it is to work with OurCreative. that from the initial product have come many others.
Daniel Reeves, Marketing Manager, IPN - Inspired Pet Nutrition
Creative, resilient and most importantly, fast! Working in a fast pace, everchanging industry, you need an agency by your side that can understand and cope with it all to help you reach that brilliant, winning idea! A fun and hard working team that you definitely want in your corner!