Pork Farms rebrands to engage with consumers

15 March, 2011
Page 10 

Pork Farms has rebranded its entire product range in an effort to communicate the company's history and encourage consumers to have an "emotional engagement" with the brand.

The 1m makeover coincides with Pork Farms' 80th anniversary and will see new products launched, including snack slices, mini pork pies and Scotch eggs.

The new packaging design features brand wording such as 'Making & Baking since 1931' and 'Butchers, Bakers, Master Piemakers', following extensive consumer research last year.

"Consumers knew Pork Farms was a good-quality brand, but they did not have an emotional attachment to the brand," said Andy Napthine, head of marketing. "The rebrand reintroduces quality cues that emphasise our history and that baking skills are at the core of the business."

>>Pork Farms in teamwork

Pork Farms manufactures at four sites two in Nottingham, one in Market Drayton, and one in Shaftesbury. Around 80% of its sales are through the major multiples, with branded sales worth 26m, up 6%, last year, said Napthine.

The new snacks include Chicken & Mushroom, Chicken & Bacon, Peppered Steak and Cheese & Onion slices.

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