Ainsley Harriott

Sector:

Convenience Food

Explore:

With 16% growth year on year, the Ainsley Harriott range is already popular amongst consumers, with cup soup being the largest area. However the packaging needed a redesign to create consistency across the different types of products including cous cous, soups, rice, grains and risotto.

Design:

The new designs add some of Ainsley’s personality to the packaging whilst retaining the premium feel the range is known for. The packaging, which alludes to a deli chalkboard, differentiates the brand from competitors and uses an illustrative rather than photographic style for the pack images.

Together with the illustrations, the language on the pack has been designed to give consumers all the information they need by adopting a fun and lively tone. Another aim of the packaging has been designed to cross-sell in to soup packs with the aim of making fans of the brand aware of the other products in the range.

Realise:

Vicky Smith, Brand Manager for Ainsley Harriott at Symington’s, commented; “The range of Ainsley Harriott products is very successful and to encourage consumers to buy across the entire portfolio we wanted to bring some consistency to the packaging.

“It was important to retain the premium feel of the products and we wanted to rediscover the uniqueness of the brand by introducing the feel of a deli blackboard to the illustrations rather than the category conventions of ingredient photography – a feature we think resonates well with our consumers.”