Suffolk-based Powters, makers of premium sausages, aspired to expand their relevance, listings and sales nationally. WAR undertook a brand review, examining the positioning of their lead ‘Newmarket sausage’ variety, and their aspirations for the future. The challenge identified by this review was to enable Powters to trade on their heritage, without positioning themselves as old fashioned or limiting their sales to the local region. This challenge was overcome through to the development of a defined brand essence ‘sausages like they used to be made’ and a radical new packaging design. The packaging evokes an old fashioned butcher’s chalk board and yet has a very modern approach. It is equally suitable for traditional and modern varieties and has great stand out on shelf. Results of the rebranding included increased listings across a range of retailers, an extended availability outside of the region and significant sales increases. In addition, Powters have had the warmest response to the new packs that they have ever received and the designs have supported them in repositioning their offer to buyers in major multiples.
Powters is a family company based in Newmarket which has been making award winning sausages since 1881. Their premium sausages are produced using free range pork, traditional ingredients and hand finished methods. The Powters range includes eight varieties, ranging from Real Ale to Low Fat. Their best selling product ‘The Celebrated Newmarket’ sausage, is made using a unique family recipe handed down through the generations since 1881.Powters positioned themselves as the premium local sausage and, appropriately, were sold predominantly in the East Anglia region via their own shop and a selection of independents and regional listings in major multiples. The branding and packaging had evolved over time, becoming cluttered and outdated. However, the brand had a loyal following especially amongst the older demographic.The increased popularity of the product category over the recent period meant that more space was being devoted to it in chiller cabinets to meet consumer demand. However, Powters were also facing increased competition for that space, with ‘own’ brands and newcomers such as ‘celebrity’ sausage brands, as well as significant product innovation, new packaging, flavours and aggressive pricing.Powters tasked WAR to advise on their complete review of their product offering and positioning. This was with a view to securing new and extended listings in major multiples and independents, both within and outside of the eastern region, raising their profile from being a niche regional player into a national brand.
ApproachWAR undertook a ‘Brand Shop’ to explore and define the brand’s USP. This, along with some top level research, identified the core insights as well as key objectives which shaped the direction to take the brand forward. WAR recommended a full review, with a view to modernising the Powters brand as a whole – ensuring that it could compete with new and successful category entrants such as Debbie and Andrew’s.
StrategyFundamentally, the ‘localness’ which rests at Powters’ core was also seen as limiting in terms of the company’s objective to achieve strong national sales. The key to maximising the future potential of the brand was the identification of key sector growth trends that the organisation can benefit from. In particular the following were identified as particularly relevant:
- The exploitation of the British heritage of the sausage
- The intensification of flavour with exotic product combinations
- An improvement in quality (higher meat content)
- The use of traditional production methods
- Premiumisation
Packaging RedesignAs a result of the brand review, WAR redesigned the packaging across the Powters range, specifically making it more attractive to the modern (female) consumer whist retaining the ‘premium sausage’ positioning. The new brand positioning would be built around the core of the new packaging design.The new pack design was a radical departure from the previous packaging, encompassing Powters’ new positioning. It also achieved the stand out on shelf in the chiller cabinet alongside the predominantly ‘in tray’ packaging preferred by the major multiple ‘own’ brands.
Design and Overall Marketing StrategyThe new designs used a clean, cohesive design with strong use of colour, communicating the premium nature of product via butcher techniques and blackboard imagery i.e. free range, hand boned. This was achieved whilst still ensuring that the authenticity noted via note to 1880 and regionality.It was felt that it was important for the consumer to see the product in order to communicate product freshness. This was achieved via a cut out in the shape of a pig, which also gave a nod to the product source. Again, this is a vehicle which makes this design innovative, new and different.The copy content of the design was refreshed, still tapping into Powters genuine authenticity, however, also emphasising their expertise and product quality.In addition, each product flavour was represented by a different colour, all of which were specifically designed to sit alongside each other on shelf.
ResultsThe exciting new design has led to increased interest from buyers, and has led to impressive increased sales not only in the major multiples but also with a new high profile retailer. Powters is now stocked and sold in the Harrods foodhall.In addition, Powters have found that they are receiving more interest from buyers. More meetings were secured to discuss stocking additional lines, including meetings at Waitrose and Tesco. It is hoped they will stock at least one of the new lines and also increase distribution, stocking Powters in more of their stores. Should this happen, this would lead to significant increases in sales volumes.There has been particular interest in the new products, specifically the Spicy Spanish product (taken by Co-op) and the Low Fat product has also proved popular, with sales far exceeding expectations.
PR CoveragePowters Sausages are, in all honestly, the finest sausages we’ve ever tasted at food&drink towers, so they had to make it into the hamper. Launched in Autumn 2010 by Newmarket-based butchers Powters (a family business that has been making sausages since 1881), the free-range premium selection includes Chipolata, Spicy Spanish, Real Ale, Cider & Sage and Newmarket. My personal favourite is Cider & Sage. The packaging is surprisingly elegant for this category. Food & Drink Towers (web)The tricky thing with coming up with a whole new range, when you are already known around the world for your quality, is making something new which measures up. With their new range Powters have not only measured up to their past successes but have surpassed expectations, as I found when I tried their range.Stephen Plume – Sausagefans.co.uk Each of these sausages has only three per cent fat and will cost you just 78 calories - plus you simply won't know you're eating a low-fat sausage. Delicious! Serve them up at Christmas to leave room for fat content in other parts of your festive diet!Allaboutyou.com – on the Low Fat (Good Housekeeping website)
Client TestimonialsGrant Powter, 19 August 2010Following a major multiple buyer meeting “it was the most positive response I have ever had” to the new product packaging.Grant Powter, 19 October 2010“The packs look even better on shelf! I have been going round umpteen Co-ops to get us back on shelf this week and we have also visited many slimming groups to date with samples of Low Fat – very popular!”Grant Powter, 9 November 2010“I have certainly been pleased with the design work WAR have done for Powters so far and am very pleased with the coverage we have achieved for the launch of the new packs.”
This case study was awarded best in the category of Design Strategy at The Drum Marketing Awards
