In a game-changing initiative, the single largest the brand has seen in its 13-year history, premium pie and quiche brand Higgidy announced a new and innovative brand renovation programme.
A year in the making, the refocused Higgidy brand has been built upon in-depth research into usage and attitudes within the category, and supported by extensive consumer insight. The sharpened brand proposition aims to create a new philosophy within the world of food and will be delivered via:
· Brand new packaging for its 33-strong portfolio of pies, quiches and sausage rolls, delivered by design agency B&B Studio, on shelf in February 2017
· A significant upscale in communications with the brand’s first ever step into advertising, launching in April 2017 with Grow@Mindshare and B&B Studio
· A new and fully integrated approach to the brand’s events and experiential programme with an extensive PR and influencer campaign to launch the new look
· A brand new website and revitalized approach to social media
The refocused brand is based around the strategic positioning and philosophy that ‘the best food always looks a bit Higgidy’ – which celebrates the individuality of each Higgidy pie, quiche, and sausage roll and challenges standardised ideals of perfection.
Each product in the range will now have its own eye-catching bespoke packaging design, featuring a hand-drawn illustration inspired by its recipe and an eclectic collection of ceramic plates, while the bold colour scheme serves to create a new code in the category and deliver real stand-out on shelf.
Higgidy Managing Director Mark Campbell comments: “An enormous amount of thought and rigour has gone into this new approach. For the last 13 years we’ve been entirely product-led and seen as a challenger brand but we see this move as a step towards Higgidy becoming an established British brand with a unique and differentiating philosophy. Category and consumer insight has driven our thinking at every step and we wanted to take a completely new approach to re-energise the category.
The new packaging is just one part of our commitment to an on-going programme, which aims to disrupt the category. We also recognise that the category is facing significant cost pressures. However, at the heart of our renovation programme lies a long-term, value generation growth view which will aim to drive penetration and category growth in the future.”
The packaging will be seen on shelves for the first time in February 2017 across major retailers including Sainsbury’s, Tesco, Waitrose, Ocado, Co-Op, Morrisons, ASDA, Budgens and Booths.
RRP & Stockists:
· Pies- £3.70
· Little Pies – £2.70
· Quiches & Crustless- £4
· Little Quiches- £2.30
· Sausage Rolls & Veggie rolls – £2.60
· Large Sausage rolls – £2
Higgidy can be found in: Waitrose, Sainsburys, Ocado, Tesco, Booths, Morrisons, ASDA, the Co-operative Food, Amazon Fresh, Budgens, and Boots