A retailer’s re-think
Everybody knows Morphy Richards kettles, toasters, mixers, bread makers, percolators. Untold millions of wedding presents must have borne the name over the years.
And that was the problem for one large retailer who threatened to de-list this all-too familiar brand.
Rapid action was required and, as there was no time for product development, Kevin Murphy’s brand development team chose a radical packaging redesign and new range proposition as the ways to stimulate sales and convince the retailer to stick with the famous brand.
The thinking behind the chosen approach will be familiar to everyone in marketing and advertising – ‘sell the sizzle, not the sausage’.
The range brand – Food Fusion – and startling new packaging showed the delicious things you can make with each product as well as the product itself.
Recipes and meal shots featured on the boxes, a recipe book was enclosed with every item and there were images of mouth-watering dishes as well as desirable products at point-of-sale.
The result was a dramatic uplift in sales and a change of heart by the retailer.