Kerry Food’s has launched a range of pastry products under its new Wall’s branding emphasising “authenticity and honesty”.
Packaging for the new range, which will include Cornish pasties, pork pies and sausage rolls, will feature “an idealised English countryside and bountiful farmland” to send a message about care and craft in the manufacturing process.
The new brand identity was created by Ziggurat brands in collaboration with advertising agency Beattie McGuiness Bungay (BMB) following the latter’s win of the account in late 2007 on a brief to reposition the sausage product following media reports linking processed meat to cancer.
The new range branding and design is based on consumer’s “desire for on the go products that are honest and trustworthy”, according to research carried out by Ziggurat.
The launch comes amid renewed consumer scepticism as to the provenance and content of meat products following a consumer awareness campaign about standards in the pig meat industry by celebrity chefs and foodie experts Jamie Oliver, Hugh Fearnley Whittingstall and Jay Rayner, underpinned by a “rooting for pigs” campaign launched by the RSPCA last month.