Revitalising Nairn’s oatcakes
A bigger bite
Traditional oatcake makers Nairn's could see big potential at the turn of the millennium for their "natural and nutritious" proposition, as consumer awareness about the importance of healthy eating really took off.
In 2002 we worked together on a full rebranding effort, with new identity and packaging that highlights the product's health credentials, while balancing a modern look with cues from Nairn's traditional heritage.
The results are astounding - company sales increased 45% in the year following the re-design. More importantly, Nairn's (the number one brand) has stolen market share from its closest competitor since the rebranding, an essential measure of success in a buoyant market.
Innovative moves
But we didn't stop there - as Nairn's wasn't the only company to see the potential in the healthy eating snack food sector. We designed packaging for their move into the 'on-the-go snack' and 'everyday biscuit' markets, helping to keep them ahead of the competition in an innovation-driven market. The results? In the oat biscuit arena, Nairn's is the fastest growing brand, growing over 600% between 2004 and 2006 (an increase in value of over £2m), despite limited above the line support.
To keep pace with this innovation and encourage growth into the future, we are currently working with the company to refresh the work completed in 2002 on their core range.
