Crisp ‘n Dry
Crisp ‘n Dry
Give it 100%
Challenge
Crisp ‘n Dry is the UK’s number one cooking oil brand and is synonymous with making the best roast potatoes. It is 100% rapeseed oil, but its packaging was falling short in communicating its unique selling point over own label – indeed, even many of its existing consumers were unaware of its benefits. And while many older consumers had a strong emotional connection to the brand, younger shoppers (who knew nothing of its heritage) knew very little about it.
Therefore, Crisp ‘n Dry asked us to create a brand strategy and identity that would break down barriers to purchase amongst non-customers in order to drive growth. That meant giving the brand meaning to lapsed and younger consumers to make it relevant to a much broader audience.
Solution
Many non-consumers associated Crisp ‘n Dry 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 new brand identity, with the addition of a tractor ploughing the yellow rapeseed fields and flowers circling the name, brings the natural and better for you message up front and centre. On pack, this is further reinforced by the 100% rapeseed oil message.
Red has always been associated with Crisp ’n Dry and, as its number one distinctive asset, we retained it to act 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. And simpler and more iconic product photography that has healthier overtones encourages use across a more versatile range of eating occasions.
The impact
The new Crisp ‘n Dry branding has brought its key differentiator to the fore and made it clearer to consumers why it’s worth paying more for over own label. It now has a clear and relevant proposition on which to build and is set for future growth.
Brandon has done a fantastic job of elevating Crisp ’n Dry, without moving us away from what our existing customers love about us. 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.
Claire Graham
Senior Marketing Manager, Crisp ’n Dry
