Who remembers when Opal Fruits crossed the picket line and became Starburst? When Marathon Bars left the track and became Snickers? Or when Oil of Ulay shocked us all by becoming Olay? Brands rebrand all the time. Sometimes it’s a simple refresh to remain relevant or signal a slight change in direction and sometimes it’s a complete departure from the name and the established brand. I’m sure that none of these decisions were made lightly and I’m sure every concept and subtle nuance were focus-grouped to within an inch of their life – it’s a big deal right. Businesses can spend vast sums of money building brand assets and equity so it’s not an easy decision to go back to the drawing board; however sometimes it may be absolutely necessary.
This post takes me back to the theme of brand building for food businesses. I’m not going to talk about the food itself (although it is awesome) because I’ve written a number of posts in the past about my love of jerky and biltong; instead this post is going critique the decisions on rebranding that Meat Snacks Group recently implement across their range…enjoy!
Wild West Jerky & Cruga Biltong
What was wrong with the old branding?
Well, nothing really. It has good shelf impact. It’s simple. It has traditional and trusted cues that are relevant to the food. It has a window to allow the shopper to see the food. The brand has been careful to call out important nutritional information: protein and no nasties. So, what’s the big deal? My criticism of this platform is that it’s a bit brash, bold and dated. Although it does a lot of good things a brand needs to remain relevant to its audience and if there’s a shift in who that is then the brand needs to address that.
Was there a need to rebrand?
Yes. The meat snacking market in the UK has moved on significantly in the last three years and the target audience has shifted. When I was still active and playing sport I was the typical jerky and biltong consumer: a gym junky with a need for a high protein (yet tasty) snack. Although this consumer still exists there is a swell of early-adopting foodies that are coming to the table. So if the paradigm has moved brands need to move too.
What’s so good about the new branding?
Well, firstly it’s being considerate of the new paradigm with dialled down but still appropriate imagery and colour palette. Big tick. Secondly, it’s kept all the good parts of the old branding and it’s managed to maintain a sufficient number of the old brand assets that it won’t completely alienate the brand’s existing fan base. Finally, the branding has morphed subtly into being more appropriate; what was ‘solid strips of marinated smoked beef’ has become ‘beef silverside marinated, smoked and cooked’. Lovely stuff!
Could they have done anything differently?
No, I don’t think they could. If the aim was to develop a brand that didn’t completely alienate existing users but would excite and intrigue new users then: job done!
Verdict – in a word, boom! If you’re Meat Snacks Group you’ve got to be really chuffed with this. It’s been a bit under the radar (much like the new imagery) but it has reacted to competition in the marketplace and stolen a march at the front again. Well played!