Robertson’s is to launch redesigned jar labels featuring an ownable marque to fend off competition from own-brands. Design work is by Planet.
“Robertson’s wanted a protectable device marque as a differentiator against the competition, and we couldn’t change the jar shape so it had to be the label,” explains Planet creative director Bill Wallsgrove.
The complete range of Robertson’s jams and marmalades will feature the redesigned label, which focuses on an R device surrounded by fruit.
Market leaders Golden and
Silver Shred marmalades have been redesigned to a concept which “lifts the fruit representation and applies the new Robertson’s lettering and traditional banners”, says Wallsgrove.
The children’s marmalade brands – Golden and Silver Shredless – feature the Shredhead and Shredless characters in a Shredless world to link the jars with the brands’ advertising campaigns.
The new jars will begin to appear on-shelf from next week.