Please be aware that some of this site's features will not work correctly with older browsers.
You should update to a newer version of Internet Explorer, or try alternatives like Chrome, Firefox or Safari (for Mac users).

New Look for Addo’s Wall’s Savoury Pastry and Pork Farms Brands

Addo Food Group is to relaunch its Wall’s Savoury Pastry and Pork Farms brands later this month (April 2016) following a consumer-based strategic review.

The re-launch follows an extensive usage and attitudes (U&A) research project undertaken by the UK food group to help define the role of the two brands in the chilled savoury pastry category, build upon their market leading positions and stimulate incremental category growth.

Addo Food Group is to relaunch its Wall’s Savoury Pastry and Pork Farms brands later this month (April 2016) following a consumer-based strategic review.

The re-launch follows an extensive usage and attitudes (U&A) research project undertaken by the UK food group to help define the role of the two brands in the chilled savoury pastry category, build upon their market leading positions and stimulate incremental category growth.

The positioning and new contemporary look for Wall’s Savoury Pastry, which is home to slices, pasties and 37 per cent* of the branded sausage roll market, will look to create an emotional connection with consumers, whilst communicating the brand’s quality values.

Relaunching under the strapline ‘Trusted Bakers of Feel-Good Favourites’, Wall’s will appeal directly  to consumers that are looking for a truly satisfying and ‘Feel-Good’ savoury pastry favourite, with the new look packaging featuring tactile ink and rich warm gold and red colours that fit the moment. 

The Pork Farms brand, which has a 49%* share of the branded pork pie category, is being repositioned to draw upon and celebrate its history, heritage and tradition as an iconic British brand that consumers trust, signposts the category and is the nation’s favourite pork pie.

Relaunching under ‘The Taste of Britain’ strapline, the traditional, quality and provenance attributes of Pork Farms will be brought to life via new rustic paper packaging and the use of tactile inks to appeal to both existing and new, younger consumers.  

Following the strategic brand review and U&A research findings, Addo will use the relaunch to differentiate the roles of the two brands to ensure that they complement each other within the category and play to their strengths. The research revealed that 74 per cent of consumers recognise the Pork Farms brand as having a strong pork pie heritage, whereas, 82% of consumers recognise Wall’s as a sausage roll brand.

 

Kim Burgess, head of markets at Addo Food Group, said: “A lot of work has gone into the strategic review of our brands and we’ve reached a position where we fully understand the role of each in the category. We firmly believe that the results of this work can drive incremental category growth and introduce new consumers to our products and the category. It presents us with exciting NPD opportunities andallows us to develop future plans grounded in solid consumer insight.

“Feedback from consumer focus groups has been extremely positive following the relaunch work and we’re confident that it will be loved by all when it hits retailer shelves later in the month.”

In 2016, Addo Food Group will invest £2m in a series of ATL and PR campaigns to support the Wall’s Savoury Pastry and Pork Farms brands. ATL activity will include a return to the small screen for Pork Farms, with TV advertisements running throughout July and August and a press advertising campaign will run during April and May to support the Wall’s brand. 

PR support will include a sampling tour for both brands, which will visit country shows, supermarkets, high streets and iconic landmarks across the UK. Activity will also include a series of digital campaigns and the return of Pork Farms’ ‘Pop up Party’ initiative in July following its success last year.