Angus Soft Fruits has revived its berry brand Good Natured Berries.
The brand, which has not been available in UK retailers for a decade, has been relaunched to be “vibrant, premium, and packed with personality” and to disrupt the fresh produce aisle, the Scottish supplier said.
The branding was created in partnership with 20 Degrees, the team behind Pink Lady and Tenderstem, with the brand rolling out across Morrisons and Costco in the UK this month.
The launch will be accompanied by a campaign that is “anything but ordinary”.
The campaign, which is “creative guerilla marketing at its finest”, will include bagpipers at store entrances, pick-your-own strawberry farms popping up in car parks, and interactive sampling stations.
It is designed to create theatre in store, get consumers tasting and drive sales.
“Good Natured Berries is the most exciting thing to hit produce in years,” said Jill Witheyman, head of marketing. “We wanted to create a brand that not only looks great and tastes even better, but that truly connects with how people feel about food. It’s playful, passionate, and doesn’t take itself too seriously.”
The brand identity is bright and colourful with a “witty tone”, while amplifying its sustainability credentials.
The rebrand is underpinned by consumer trend research aimed at modern consumers looking for “produce with personality”.
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