A new mini series High Street Dreams (8 programmes) kicked off on BBC1 last night that is a ‘reality TV show’ about product branding, packaging & design development – and very entertaining it was too. Over the series Jo Malone and Nick Leslau will help a number of individuals as they try to launch new products. Last night’s ‘guinea pigs’ included:
Mr Singh’s Chilli sauce (www.mrsinghssauce.co.uk) and Asian Singh family of 7 from East London who have developed a unique “dynamite” chilli sauce over a number of years and now want to “take on the world”. Having already developed their own packaging they were ‘knocking out’ 1000 bottles a day in their garden shed. However, after undertaken some market research on local doorsteps they redefined their key brand messages and with the help Pearlfisher, undertook a complete brand overhaul. Anyhow, it must have been successful because the conclusion was a trial in 3 London Asda stores and their website now lists a number of other independent stockists.
Meanwhile, Roland & Miranda Ballard, the couple behind the gourmet ‘Aberdeen Angus’ burger range Muddy Boots Foods, worked with Blue Marlin. Together they revamped their vacuum packed burger range, which when showed to shoppers in it’s existing packaging, was described as “looking like dog food”. Anyhow, after development of bespoke ‘windowed’ carton to show-off a tantalising view of the top-quality prime cuts, they managed to secure a trial in a few Waitrose stores (although Waitrose weren’t totally convinced of the merits of the small window). So top marks to all concerned! A good insight for those of you not involved in teh industry, on how a brand and packaging can be redeveloped & invigorated. You can find out more about Muddy Boots foods at (www.muddybootsfoods.co.uk). Both companies also have Twitter accounts (@mrsinghssauce & @muddybootsfoods ) and they both have Facebook accounts.
Next week the High Street Dreams team will help two sets of partners market children’s products. If you want to watch last night’s programme again you can download it on i-player here: 10th May programme
Cheers Chris Penfold