Challenge
Mighty White bread was first launched back in the eighties (as white bread that’s high in fibre) and even now it’s still fondly remembered by those ‘of a certain age’. Being a bit of an icon, we were delighted to be asked to help rebrand it for a new generation. The Allied Bakeries team wanted a crisp, contemporary pack that retained the original red, white and blue colours and had a broad family appeal. Another key objective was to incorporate the Kingsmill identity including its signature bright yellow background – a key asset of the Kingsmill brand. Our overall aim was to create a pack with maximum visual impact in the crowded, competitive bread category.
Solution
Our new pack is strong and vibrant and uses a bold upper case font to bring Mighty White’s big personality to life! Wheat illustrations give the high fibre cues (core to the product’s positioning) and the Kingsmill logo is held in a sunny, yellow ‘mighty’ loaf shape. White is the main background colour which communicates the white bread proposition and gives standout on shelf. As the bread is often merchandised in baskets, all facings of the pack have been used including the top which carries the key product claim – great tasting white bread that’s high in fibre and calcium.
Result
“Jo and the team were a delight to work with. They understood and answered the brief with clarity, responded with pace and always on hand with helpful suggestions. The end result was true to the Kingsmill brand but drew on cues from our original Mighty White. The team was delighted with the pack stand out and overall on shelf presence. The product has been on shelf since early March and has surpassed
pre-launch sales expectations.”
Senior Brand Manager
