Colman's
Integrated Campaign
Viewed as a cheap and a 'last resort' product, their range of packet sauces was suffering in the marketplace.
The pitch-winning concepts helped position the range as a key ingredient in every family's kitchen.
Simple visuals coupled with trustworthy messaging helped position the packet sauce range as a family favourite.
Items such as an ingredient swatch and weekly menu planner helped secure a place for the packet sauces in every kitchen.
A second route was based around the natural goodness found in every packet.
Hessian sacking helped promote the idea of natural goodness across a range of channels.
The third route explored the idea of making everyones mum a celebrity chef, using imagery of everyday people alongside well known chef phrases.
The everyday clebrities idea was carried across other communications.
© Neil Thomas
