Richmond pack revamp

Kerry Foods has ploughed £5m into a major revamp of its flagship sausages brand Richmond, which includes a brand new pack design and its largest-ever marketing push.

Redesigned packs are due to roll out across the entire Richmond range from 3 June, said senior brand manager Sarah Davies, and would carry a modern and “more impactful design” in a bid to attract new shoppers to the brand.

The relaunch will be backed by a TV campaign kicking off in July, supported by in-store marketing across the brand’s fresh range from the end of May, and its frozen range from August.

Radio, sampling and digital activity will also support the relaunch, while Kerry has also redesigned the range’s packaging to use a paper-like film on the fresh range, giving the product a “natural and high-quality feel”. The packs will also feature rolling hills to represent the Irish countryside.

Alongside the new packaging, the brand has renamed its Perfect Bake range Oven Ready, to remind consumers of the oven-ready griddle tray in the product. The range will also feature images of meal inspiration on its packaging.

“This is the brand’s biggest investment in years, and we are certain the rebrand will be a hit with shoppers,” Davies said. “The new packaging design and high quality feel has tested extremely well with consumers.”

Branded sausage sales fell by 6.5% to £211m last year, with volumes down 4.7% [Kantar Worldpanel 52 w/e 29 January]. Sales of Richmond slumped 9.4% to £119.5m, despite investing £1.5m on a push in association with Britain’s Got Talent [Nielsen 52 w/e 8 March 2017].