shaws
strategy | creative
strategy | creative
the client
The Shaws family have been creating Yorkshire’s finest chutneys for over 125 years. In a category dominated by low-cost products, own-label brand Shaws were looking to attract a new, younger audience to their range of fine chutneys by delivering an exciting and innovative brand identity.
the brief
Shaws were looking to set themselves apart in their category with a stand-out campaign, highlighting their unique flavours and distinct personality. It needed to shake-up the typical chutney offering, to define what innovation looks, tastes and sounds like. Starting with robust consumer research, the product development, flavour and packaging needed to jump off the shelf.
the result
Managing Shaws’ marketing strategy from start to finish, we explored opportunities through category audits, research and innovation workshops, then progressed to concept development. From concept analysis and refinement, a new packaging and identity was created and presented in a pitch for grocers. The designs reflected Shaws’ modern and vibrant personality, with dynamic illustrations and graphic elements that popped from the packaging.
Bringing a depth of marketing expertise, may have created tangible results which are truly consumer driven. Their collaborative approach and enthusiasm has allowed us to create something very unique based on objective sound insight and energetic creative flair.
Michelle Hearney-Firth - Head of Commercial at Shaws
