Dragon Rouge was appointed to the project at the beginning of 2009 after a credentials- and strategy-led pitch. The consultancy was tasked with emphasising the product’s healthiness on the packaging of existing products and a new premium range, Finn Crisp Plus, says Dragon Rouge chairman Dorothy Mackenzie.
The initial research stage involved developing the strategic positioning of the brand. Mackenzie says, ‘Finn Crisp is a well-known brand that has been going a long time, so the challenge for us was to keep hold of the core equities so users could recognise it but make it more accessible to new customers.’
Dragon Rouge says it tapped into the current trend for natural foods by accentuating the brand’s existing health credentials. The packaging features images of wheat and corn, and a roundel emphasising the 100 per cent wholegrain ingredients.
The new Finn Crisp packaging will roll out in UK supermarkets from the end of April.