Some brands are indulging in 'tarty pack prostitution'

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Sir: It was refreshing, if not surprising, to see Premier Foods launch its British Farmers Loaf (‘Patriotic loaf kicks off premium Hovis push’, 14 April.) There’s always a risk it could be seen as a me-too, lost in the current sea of bunting and flags. But Premier is supporting British produce rather than just Brand Britain with a pack commendably restrained from a Union flag waving point of view, which should go down well with shoppers.

No such luck for the horde of brands that have jumped on the Union flag bandwagon completely inappropriately - like Tabasco and Jelly Belly, to mention just two, which are indulging in a bit of tarty pack prostitution at the expense of core values. Where’s the saliency in Tabasco’s limited-edition jubilee pack, which sports diamonds and a garish Union flag alongside a made-in-the-US line?

There’s no question the Jubilee is an attractive platform. But it is worth bearing in mind that if the spotlight is on Britain, it is also on you. And if you’re going to fly the flag, especially in as valuable a sales fascia as your pack, your story has to be just that, your story, not your country’s!

Ben Branson, senior planner, Holmes & Marchant

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