London-based Leahy Brand Design completed the redesign ready for launch into Irish retailers in March.
LBD’s brief was to create a strong and distinctive brand and packaging design that stretches Big Al’s appeal, placing an emphasis on the range as ‘the go-to solution for everyday good food fast’.
Ruth Cosgrove, marketing manager at Kepak, said: “We have big plans for Big Al’s and wanted to build on its premium position as Ireland’s most popular frozen convenience meal solution. LBD fully understands our brand and our markets and has the necessary and effective branding and packaging design experience to help extend Big Al’s appeal to reach new consumers.”
“We have worked with Kepak for many years, helping their stable of brands to thrive and grow in a challenging Irish economy,” said Tim Leahy, managing director of LBD. “With our work to extend the reach of Big Al’s Kitchen to new markets, we wanted to get the personality of Big Al across and the authenticity of product and taste.
“Through our research, we discovered that consumers warmed to the idea of ‘tastes of America’ and to the ability to experiment with different recipes at home. The creative idea and brand story that reflects a travel blog on-pack, along with the ‘good food fast’ proposition, successfully gets across to the consumer that these meals can be enjoyed every night of the week.”
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