BRANDPOINT DBA SUBMISSION WHITWORTHS
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Whitworths sugar brand was rebranded in 2012 by Brandpoint design consultancy. The rebranding was highly successful, growing Whitworths sales from £8.2 million in 2012 to £48.3 million in 2015, making it the fastest growing sugar brand. The rebranding included developing a brand positioning around sharing happiness, redesigning packaging to be colorful and focus on baking, and creating new product ranges like Whitworths for Baking in small pouches. The rebranding helped Whitworths gain significant distribution through major retailers and make major sales increases in a declining sugar market.
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BRANDPOINT DBA SUBMISSION WHITWORTHS
- 1. 01 Happiness is Whitworths IndustrySector Food Producers ClientCompany Napier Brown Sugar Ltd. DesignConsultancy Brandpoint SubmissionDate 26 June 2015 ForPublication
- 3. WHITWORTHS FOR BAKING WAS INTRODUCED WITH A SOFT LAUNCH IN APRIL 2012 AND THE EVERYDAY RANGE FOLLOWED IN 2013. THE DESIGN BUDGET WAS APPROXIMATELY £200K INCLUDING STRATEGY, DESIGN TO ARTWORK AND PHOTOGRAPHY. 03 Business Objectives Growsalesvolumesofretailsugar by achallenging185%by2017 RevivetheWhitworthsbrandwitha rangeofaddedvaluesugars Significantlyincreasethecustomer basebeyondtwodiscounters Scope Thisprojectneededablendofstrategyanddesign executionbecausetheopenbriefinvitedabigidea. Ourclientsharedthebusinessobjectivesandthree branddeliverables:repositionandrevivethe Whitworthsbrand,focusonhomebakingandreview packagingstructure.Forstrategy,wecarefully positionedandbuiltacompetitive,engagingbrand proposition.Fordesigncreationwerebranded, creatingabrandbookandanthem,newpackaging designstructuresandgraphicsforrangesofbaking andeverydaysugarsaswellasaconsumerwebsite. About Napier Brown Anindependentdistributorofsugar,meaningthat theydonotrefinesugar.Instead,theysource differentsugars,caneandbeetfromallaroundthe world.Theyselect,sieve,prepareandpackthe differentsugarsfortheUKfoodindustryand,toa lesserextentbackin2012,forconsumersthroughUK retailers.NapierBrownwasthenpartofamid-sized AIM-listedfoodgroupRealGoodFoodplc.This independenceandfreedomfromrefiningwouldallow NapierBrowntobecomeachallengertothetwo dominantrefiningplayersintheUK(ABSugar/Silver SpoonCompanyandTate&Lyle). WhitworthsSugar (theretailpartofNapierBrown)wouldonlysucceedif theycouldaddvalueandarealpointofdifferencein betterservice,sourcingandbranding. PROJECT OVERVIEW PROJECT BRIEF TheUKsugarmarketwasmatureanddeclining.It wasdefinedbywhitegranulatedforuseinacupof tea,coffeeorsprinkledovercereal;occasionswhen wewereusinglesssugarbecauseofconcernsover calories.Themainbrandsinthemarkethadnot innovatedfordecadesorexplainedthedifferenceand benefitsofeachsugartype(ofwhichthereareat least10-15soldinineverystore).However,wesaw twoopportunities.Firstly,anewgenerationof home-bakerswereemerging,manykeentolearnand enjoyadeeplysatisfyingskill.Theless-ablehome bakersneededmorehelpandsimpleinspirationinthe kitchenandthecurrentbrandswerenotproviding this.Astheygrewinconfidence,theywouldbuy moresugar–thevitalingredientinhomebaking! Secondly,themomentsoverahotdrinksweetened bysugarareemotionallychargedandourproducts couldaddalittleboostofenergyandalifttothose occasions–‘Doyoutakesugar,onespoonortwo?...’ CouldWhitworthstapintothisemotioninsomeway? Therewasoneotherbarrier:thecompetitorsdecided todefendtheirretaildistributionaggressivelyinorder topreventthenewcomerNapierBrownestablishing anybrandpresenceinretail.TheWhitworthsSugar brandhadtoworkevenhardertosupportthesales andmarketingteamtosecuredistributiontoeven begintosurvive. Words: 514 MARKET OVERVIEW
- 5. 05 GIVES IF LEMONS YOU MAKE FANCY A BICKIE? WHITWORTHS EVERYDAY FINAL THOUGHT OureverydayWhitworthssugarrangeisbuiltonthe valuesofsharing,inspirationandhappinessto introducemuch-neededpersonalitytothesugar fixture.Maintainingtraditionalpackagingformats,we usedallsixsidesofeachbagtohaveaone-on-one conversationwithourconsumers,invitingthemin throughsimple,two-dimensionalillustration.This hand-craftedapproachcontinuedaroundeverypack ina“happinesssaying”,ahelpfulsugartip(“haveyou tried?”)andanunbelievablebuttruesugarfact(“did youknow!”),paintinganimageinconsumers’minds thatthisismorethanamerecommodityproduct. ColourcodingdirectlyrelatedtotheWhitworthsfor Bakingrange,creatingaverypositiveWhitworths presenceinstorethatwasdifficulttomiss. Theextremelyeffectivegraphicstructureofeach rangehasbeeneffectivelyrolledacrosssubsequent rangeextensions,ontoinnovativepackstructures suchasTwistandSprinkleandevenintofoodservice withgreatsuccess.Thissimpleapproachiswhat resonateswithretailersandconsumersalikeandhas helpedWhitworthsgainitshugeincreasesin distributionandmarketsharesincerelaunch. Words: 487
- 6. £40.1m £21.8m 06 By2015,exfactoryvolumeshavealmostreached target(10%below),twoyearsaheadofscheduleand havegrownby157%. Whitworthssalesvolumegrewby93%andaccounts foralmost75%ofallNapierBrown’sretailsugarsales. VALUE GAIN VOLUME GAIN VERSUS TARGET DistributionoftheWhitworthsbrandhasincreased dramaticallyinrecentyearsfromasmallselectionof discountretailersin2012toapresenceinthreeofthe “bigfour”supermarketsin2015.Thegreatnewsis thatnotonlydiddistributionincrease,butthebreadth ofproductslistedbytheseretailersalsoincreased. INCREASED DISTRIBUTION SUMMARY OF RESULTS £8.2m SINCE THE REBRAND, SALES HAVE INCREASED FROM £8.2 MILLION IN 2012 TO £48.3 MILLION IN 2015 IN A DECLINING CATEGORY. 2012 2013 2014 2015 Source:KantarWorldpanel52w/eMarch £48.3m
- 7. 07 WhitworthshasbeentheUK’sfastestgrowingsugarbrandforthepastthreeyears.Betweentheyearending30 March2012and29March2015,Whitworths’valuesalesincreasedby489%inamarketthathaddeclined11%in thesameperiod.Whitworthsalsogained13.6%moremarketsharepoints,from2.4%to16%share. INCREASED SLICE OF THE PIE CHANGES IN SPENDING PATTERNS WhitworthsforBakingcontinuestogrowincrementalsalesforthesugarcategory, particularlythroughshoppersaddingthebrandtotheirrepertoire. Source:KantarWorldpanelMarch. Source:KantarWorldpanel52w/e25thMay2014. +21% +489% -15% -11% +50% -50% 2014/15 TATE & LYLESILVER SPOON WHITWORTHS BILLINGTONS PRIVATE LABEL OTHERS 2011/12 WHITWORTHS FOR BAKING - GAINS/LOSS ANALYSIS TOTAL SWITCHING 27% 60% 5%73% OF SALES ARE INCREMENTAL TO THE SUGAR CATEGORY 8% SHOPPERS HELD SHOPPERS WON CATEGORY ARRIVALS £79m 23.2% £2m 0.6% £149m 43.9% £81m 23.9% £8m 2.4% £48m 16% £17m 5.5% £62m 20.7% £3m 0.9% £74m 24.5% £98m 32.4% £20m 6.0%
- 8. 08 HAPPIER STAFF WORTH PAYING MORE FOR WHITWORTHS FOR BAKING RANGE ACHIEVES AN AVERAGE 73% PREMIUM PER KG OVER EVERYDAY PACKET SUGAR. SALE TO TEREOS “TEREOS BOUGHT NAPIER BROWN BECAUSE OF IT'S UK STRENGTH IN BOTH B2B INDUSTRIAL SALES AND THE STRONG PRESENCE IN THE RETAIL MARKET. UNDOUBTEDLY, NAPIER BROWN IS PERCEIVED AS A PROACTIVE AND INNOVATIVE SUPPLIER, DRIVEN BY THE WHITWORTH'S BRAND AND RANGE REDESIGN.” Quote:LouiseAtack,CommercialDirectorNapierBrown InSummer2011,theRetailCommercialTeamconsistedofaloneNational AccountManager. OwingtothesuccessoftheWhitworthsbrand,she’snow beenjoinedbyaMarketingManager,MarketingAssistant,Category ManagerandNationalAccountExecutivewithplans to takeonmorepeopleinthenearfuture.Happyteam! Tomeettheincreaseindemand,NapierBrown invested£3.5mintheconstructionofanew‘Sugar Hub’inStallingboroughthatenablestheprocessing, storageandefficientonwarddistributionofsugar importedfromallovertheworld.Thisbecame fullyoperationalin2014. SOLDMAY 2015 HEAD COUNT INCREASED BY 80
- 9. 09 RESEARCH DEBRIEF “BRANDPOINT HAVE BEEN AN INTEGRAL PART OF OUR MARKETING TEAM, NOT JUST PRODUCING GREAT DESIGNS BUT WORKING WITH US ON DEVELOPING THE BRAND VISION…THEY HAVE BEEN A BRAND PARTNER MORE THAN JUST A DESIGN AGENCY.” AndrewBrown,GroupBrand&MarketingDirector RealGoodFoodplc Homebakingpenetrationandfrequencyhas grownmarkedly,liftingusforatimefromthe gloomoftherecessionanddrivenbyplentyof TVexposure,theGreatBritishBakeOffleading thewaywith6millionofuswatchingatits peak.In2011thisinfluencedthebrief, positioninganddesignexecution.While Whitworthssalesbenefittedespeciallyon brownandicingsugars,weshouldputthetrend intocontext.Homebakingstillonlyaccountsfor asmallproportionofsugarconsumption,the majorityisinhotdrinks.Sugarconsumption continuestosteadilydecline. Whitworthsdeployedcarefullytargeted support(PointofSaleandpressads)inorclose tothenewstoresandduringthepeakhome bakingseasons. TheimpactoftheWhitworthspackaging in-storeshouldnotbeunderestimated.The sugarbrands(includingTate&Lyle,Silver SpoonandBillingtons)spentonaverageatotal of£2.1mperannumonadvertisingbetween themfrom2012to2014,atotalof£6.34m duringthisperiod.Whitworthsshareofthis expenditureisrecordedatjust2%byNielsen AdDynamixfortheyearstoDecember31st. OTHER INFLUENCING FACTORS “Whitworthspackaginglooks cheap,functionalanduninvolving... Oftenfelttohavethelowestprofile anddistributionofallthebrands.” Source:AxisConsulting2009Qual.Research BEFORE THE REBRAND... AFTER THE REBRAND... WHITWORTHS FOR BAKING “Thebrandpresentationresearched wasverypositivelyreceived;key reasonsforappealbeing:the conceptitself(acolour-codedrange ofdifferentsugarsforbaking),the pouchformat(perceivedasneat, re-sealable,&easytopourfrom),the packcolours,graphicsandvisuals (eye-catching,modern,classy).” Source:AxisConsulting2011Pre-launchQual.Research WHITWORTHS EVERYDAY RANGE “Moremodern” “Moreforward-looking; even‘trend-setting’” “Moreattractive,impactful andattentiongrabbing” “Morelivelyanddynamic” “Moreemotive andfun;richer imageryandassociations; moreofarelationshipwith theconsumer” Source:AxisConsulting2011 Post-launchQual.Research