Heck sausages partners with Elmwood on new brand launch


By Gillian West, Social media manager

April 9, 2013 | 2 min read

Sausage makers Debbie and Andrew Keeble have engaged Elmwood to create the brand story, brand marque, tone of voice, packaging and website for new sausage brand Heck.

Elmwood worked closely with Debbie and Andrew Keeble, who they worked with previously on the creation of ‘Debbie & Andrew’s’ sausage brand, to create the new range that brings farmer’s market style sausages to the mainstream.

The new launch follows the sale of the ‘Debbie & Andrew’s’ brand as the Keebles felt that the quality and integrity of the original product had been compromised by its new owners, with the brand name Heck coming from the Keeble family saying “What the Heck”.

“Having worked with Elmwood before, we know how effective their work can be to make sure new products truly hit the mark with retailers and consumers as well as jumping out on the shelf. We worked with them from the conception stage of the brand and their input has helped us create a unique and striking design and concept that I feel will really resonate and stand out in today’s market,” commented Andrew Keeble.

Elmwood gained insights into the market to develop a compelling brand story for Heck, the new brand marque and tone of voice has been rolled out across the Heck packaging and website, which sells the entire range with a wide range of recipes Heck can be used for. The design agency has also worked on POS and all branded material for the launch.

Andrew Lawrence, Elmwood creative director, added: “It is fantastic to once again be working with Debbie and Andrew on their new project. They are a wonderful team and to be creating a legacy for their family with this brand is a real honour. With the recent controversy across the food sector it is great to be working with a food brand that holds such high values in terms of what is put into their products.”

The Heck range will be launched for the first time in Tesco this week with a range being sold on Ocado and at markets across the country.


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