Nestlé in 7m Crosse & Blackwell relaunch

Nestlé is relaunching its Crosse & Blackwell packet sauce range with the sub-brand Creations as part of a multimillion pound renovation of its food division.

Nestlé is relaunching its Crosse & Blackwell packet sauce range with the sub-brand Creations as part of a multimillion pound renovation of its food division.

The company announced plans to axe the Findus frozen food brand in favour of Crosse & Blackwell in July. It will support this move with a 7m Crosse & Blackwell um-brella branding campaign using TV, press, radio and posters, breaking on October 26.

It is understood the campaign, created by McCann-Erickson, will use a claymation family. It will focus on two new products – Crosse & Blackwell New York Take

Out and the SnackStop range of kettle snacks – in the run-up to Christmas.

Paul Dean, Crosse & Blackwell senior brand manager for Creations, says: “Crosse & Blackwell Creations will benefit from a 7m support package for the Crosse & Blackwell brand from now until the end of 1998.”

Creations, a range of dehydrated recipe mixes, will be available in eight flavour categories – Indian, pasta, stir fry, vegetable, potato, classic, quick cook and Mexican.

Each category has a number of different sauce flavours. For example, Mexican Creations has chicken fajitas and chilli con carne flavours.

The design agency Coleman Planet worked on the Creations brand name and package design. Each category will be coded with a different colour, for example Mexican will be orange and Indian will be purple.

Cover Story, page 22

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