The Yorkshire-based company had previously sold its products regionally, across the North of England, but had been told by retailers that the look was ‘basic and own-label’ according to Robot Food creative partner Simon Forster who says ‘to justify the price point, more stand-out was needed’.
Robot Food, which was appointed directly, sought to develop a new proposition around ‘tradition, quality and Britishness’ says Forster, who looked to redefine the brands ‘key attributes.’
Forster says the identity has been changed ‘to appear more gloopy – as if made from cream,’ and now sits with a postage stamp holding device containing the words ‘Great British Classics,’ to give what he calls a ‘kitsch postcard feel’.
A Union Flag backdrop is coloured differently depending on the variant, which is coupled with ‘fun imagery’ and product photography shot in a ‘traditional scene’ and placed on pack as if shot on Polaroid, says Forster.
Just Puds relaunches this week with a new range that includes Ginger N Spice, Kiss Me Quick, Messy Chocolate, St Clements and Stick Toffee.