Cooking oil brand, Crisp ’n Dry, has revealed its new look and brand positioning.
The company worked with Altrincham-based Brandon on strategy, design and advertising to help drive growth in the sector, which is largely dominated by own-label offerings.
“We quickly realised that while Britain’s cooking habits have evolved, for many, the perceptions of Crisp ’n Dry had not – i.e. non-consumers associated it with deep-fat-frying and saw it as unhealthy, when in fact it has lower saturated fat than other edible oils such as olive, coconut and sunflower oil. Our role was to give the brand meaning to lapsed and younger consumers and make it relevant to a much broader audience,” explained Simon Ellis, Client Services Director at Brandon.
“We know that the oil category can be pretty complicated to shop – with olive oils talking like fine wines and on trend speciality oils which are all hipster and youthful. Cooking oils on the other hand are more everyday. Around 70% of households use them but they’re not proudly displayed in kitchens up and down the country. Crisp ‘n Dry isn’t for drizzling or guzzling or anything too fancy. Cooking with Crisp ‘n Dry just makes good food great.”
After commissioning research, Brandon found that customers were unaware that it was made from rapeseed oil and that as a whole, the packaging wasn’t communicating the brand as well as it should.
Feedback also revealed that while older customers had a “strong emotional connection”, younger respondents knew nothing of its heritage.
“Our new positioning of ‘helping you create crowd pleasers for generations’ plays on this idea and speaks to the heart of the target audience who believes that a lot of what’s important in life happens around the kitchen table. It appeals to their desire to serve wholesome, feel-good classics for others,” continued Ellis.
This includes the addition of a tractor ploughing fields and flowers circling the name. The 100% rapeseed oil message is also highlighted.
“It was important that we retained the brand’s number one distinctive brand asset – the iconic red. It’s always been associated with Crisp ’n Dry and it acts as a dependable signpost to the category, which, many shoppers find overwhelming. It also gives us some guaranteed colour blocking at fixture. A win, win,” added Steve Conchie, Creative Director at Brandon.
“Additionally, to encourage use across a more versatile range of eating occasions we’ve introduced simpler and more iconic product photography that has healthier overtones.
“And the finishing touch to offset the bold red blocking is the addition of texture and graphic pops of rapeseed yellow – all designed to elevate its natural properties.”
A television commercial is based around the “100% rapeseed” messaging.
“Brandon have done a fantastic job of elevating Crisp ’n Dry, without moving us away from what our existing customers love about us,” said Claire Graham, Senior Marketing Manager at Crisp ’n Dry.
“The new TV advertising clearly positions the brand as going above and beyond in helping to create crowd pleasers, and feedback on the new design is extremely positive; appealing to a younger demographic by looking more contemporary and instantly broadening the range of usage occasions.”
The new Crisp ’n Dry TV ad airs on 23rd November and packaging is rolling out instore now.
