After last week’s Easter chocolate eggs, it’s back to real eggs. Associated British Foods’ new crispbread, designed to hold children’s attention with its sentry box-style packaging in regimental colours, is reminiscent of those slivers of bread gleefully dunked into boiled eggs around the country.

The Hill Watson Company has commandeered a squadron of military puns befitting a Crackerbread derivative called Savoury Soldiers. The name ‘helped to identify the product as a fun snack item with all the right connotations for its market positioning’, says a Hill Watson spokesman.

The theme is carried through from the soldier on sentry duty in the logo’s letter I to directions for opening the lid which read: Place finger under tab and move Left, right! Left, right! Left, right! And in typography straight out of a war comic, a sergeant major caricature barks some serving suggestions.

‘The objective [of the sentry box-style pack] is to make it shelf-efficient from a retail point of view,’ explains ABF marketing manager Chris Sebire.

Hill Watson was enlisted to develop the project from product inception to completed packaging – all in all a 15-month manoeuvre – and the group will then handle support advertising. Designers on the project were Emma Rhodes and Nick Pettit. Savoury Soldiers will be lined up on-shelf later this month.

This is the London consultancy’s fourth project for ABF this year and follows hot on the heels of the introduction of the Ryvita Multi Grain variety.

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