Sarah Wells, account team manager at GJ Creative, says the consultancy has worked to highlight the premium nature of the Truly Irresistible range.
She says, ‘The Co-operative was using the name before, but it was in the Helvetica font and below the main identity, almost as a sub-head. Research showed that people weren’t identifying Truly Irresistible products as the premium range.’
GJ Creative, which is on the Co-op’s roster, was appointed to the work in September 2010 and has developed a new identity and brand guidelines for the range.
The new packaging designs are going on shelf this week, and a TV advertising campaign by TBWAManchester is also breaking.
The Truly Irresistible range covers 400 products, with 50 new products launching for 2011.