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Warburtons snack rebrand unveiled

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Warburtons snack rebrand unveiled

March 11
11:51 2013

French food dressings and sauces firm Lesieur has turned to RPC for its new range of products

The brand consultancy said it hopes the rebrand will “shake up the category with tasty yet better-for-you credentials”.

The brief was to create a powerful and exciting sub-brand for the product range under the Warburtons parent umbrella.

Family (and friends) (F&F), along with The Tulip Partnership were commissioned by Warburtons to help completely rethink the brand proposition, conduct consumer research, find a name and develop a new look.

As a result, the team led by F&F, re-structured the range and rebranded under the banner of Warburtons Escapes.

In a statement, F&F said: “The new brand positioning revolves around the idea of a ‘Happy Adventure’ – bringing together it’s global flavour influences and the opportunity for consumers to escape from the daily grind and the generic crisps and popcorn on offer – hence the name.”

The pack design specialist said the design approach aims to create a flavour journey that travels across various continents, with collaged illustrations created by children’s book designer Andrew Griffin and food photographer Howard Shooter.

The new look goes on sale from mid-March in multiples across the UK.

“We were selected on our strength of experience in branding the snacking sector; The key challenge was to take Warburton’s, essentially a bread and morning goods brand and extend into a credible evening snacking opportunity,” said Derek Johnston, strategy partner at F&F.

Creative director Alex Durbridge added: “Naming is such a tricky thing these days, with very little left in the world available to ‘own’, but I think in Escapes we have created something that has a real chance of getting consumers to take notice on shelf – it’s fun and playful, just like a snack should be.”

Warburtons snacks director Martin Garlick said: “The Escapes branding has been well received by the trade, we’re confident that our proposition and branding now reflect the excellent quality and taste of our unique product range. I’m extremely excited to see how it performs in the market.”

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