CHILDREN’S CRISPBREAD PACKAGING

BY HILL WATSON COMPANY FOR ASSOCIATED BRITISH FOODS

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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