news & insights

Tomato sauce purchasing is largely driven by price, familiarity and visibility on the shelf. Consumers make this decision quickly with little thought or investigation. Children are the big consumers in this category and parents are mindful of the amounts of sauce they slather on their meals, daily. With that said, most want to feed their kids products that are made with real ingredients, and not laden with preservatives and packed with sugar. And where possible, Australians want to support Australians.

Beerenberg tomato sauce is packed with 100% Australian tomatoes and all natural ingredients and hand crafted on a real farm in the Adelaide Hills. Combining Beerenberg’s point of difference with these consumer insights, we designed a new label that enabled them to stand out in the category and compete more effectively.

The new label heroes Australian tomatoes (because there are a lot packed in there), while also communicating that the product was made with care on a real Australian, family owned farm. The white label and visibly larger font and tomato illustrations increased shelf visibility without loosing the quality cues the brand is known for.

THE RESULT?

It’s early days but since the launch of the new labelling in Woolworths, Beerenberg have seen a significant uplift in sales. Hooray for shoppers making Australian made, healthy choices.

Written by: Kiri White
Published: October 19, 2016