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Tom’s Pies Launches New Brand And Pack Design From Ziggurat Brands
On 1 March Tom’s Pies was listed on Ocado, featuring a new brand and revamped packaging designs from Ziggurat Brands. It is launching an initial range of five flavours:
- Chicken, Ham Hock & Leek
- Lamb & Chickpea with Chorizo
- Steak & Ale
- Chicken & Wild Mushroom
- Mushroom & Spinach with White Truffle Oil
These innovative flavour combinations together with the striking designs from Ziggurat Brands, will bring these premium pies to a vastly expanded market, and help a new generation discover the traditional British pie.
It was whilst working in Australia that Tom Cull first spotted the potential of pies. “There’s a real pie culture out there,” he says. “Everyone loves them, and interestingly they’re not seen as a cheap way to refuel – Australians enjoy a wide range of premium pies made from innovative combinations of high quality ingredients.”
Back home he set to work on his mother’s organic farm in Devon and began creating pies that sold well at festivals, county shows and other live events. He was awarded the contract to sell his pies to the corporate tiers at Wembley Stadium, and by 2014 he was selling successfully through a range of independent shops.
He had also met Tom Little, an entrepreneur who manages a range of food brands, and who saw the potential in Tom’s Pies. “The product was at the right stage for launch to the multiples,” he says. “We needed a brand and packaging design that would help us answer the central question – how do we create a pie brand that is relevant to a modern audience?”
That was the challenge the two Toms set Ziggurat Brands, an agency they enlisted having been impressed by its work on bottlegreen, Sunbites, Copella and of course Higgidy Pies.
The solution from Ziggurat uses images inspired by Victorian circus and a traditional font to anchor the brand firmly in the heritage of the pie. However, unexpected colour combinations create both a contemporary look and strong shelf stand-out.
“There is theatre through this design,” comments Alison Taylor, Director at Ziggurat Brands. “The on-pack illustrations were inspired by an 18th Century French book and convey the premium contemporary take on the vintage essence of the brand. “A unique perforation technique allows for easy tear and further enhances the theatre of opening the packaging to reveal the pie.”
In-store, pies tend to be stacked on top of each other, so that the sides are one of the most critical aspects of pie packaging. This design takes this into account, using copy and imagery on the side packaging to convey many vital messages and maximise its impact.
Tom Cull, Founder & Director of Tom’s Pies concludes: “We're really proud of our new packaging and hope customers old and new will love the design as much as we do. Working exclusively with Ocado means that fans of Tom's Pies all over the country can get their favourites delivered as part of their regular shopping, which will be so convenient for them."
Frozen food brand Birds Eye has unveilied a new strand of its ‘Food of Life’ advertising campaign, in partnership with prime television network ITV.
Presenting families with ideas on how to serve Birds Eye food in new and interesting ways, the 12-month ‘Mix Up Your Menu’ campaign will also see the brand collaborate with rising food blogger Katie Bryson, who will help bring these ideas to life with her personal tips and experiences.
A key campaign for Birds Eye in 2015, ‘Mix Up Your Menu’ will continue to support the company’s master brand ‘Food of Life’ campaign.
The adverts aim to arm consumers with new ideas they can take away and use in their own home, helping to encourage better meals together for all families.
Birds Eye is investing £3m in the ‘Mix Up Your Menu’ partnership, which will see the campaign supported across TV, digital and PR – the brand will be working with Havas Worldwide, Havas Media, Jam and Mischief PR throughout the campaign’s implementation.
The series of adverts, produced by ITN Productions, are directed by Jules Whomsley, whose past credits include food programmes such as Gino’s Italian Escape and Little Paris Kitchen.
Launching on Monday 19th January and televised exclusively within ITV’s daytime programming, ‘Mix Up Your Menu’ will be on TV every day Monday to Friday, all year.
The advert will also encourage viewers to visit the campaign’s dedicated microsite to share mealtime tips of their very own: www.birdseye.co.uk/mixitup.
Further to the microsite, a host of digital opportunities will complement the TV campaign, including regular competitions and the chance to win prizes for those who submit their ideas to the ‘Mix Up Your Menu’ site or Birds Eye UK social channels using the hashtag, #BirdsEyeMixItUp.
Birds Eye UK Marketing Director Steve Chantry said: “We understand just how tricky it is to keep mealtimes exciting for families, especially when trying to meet the demands of picky palettes.
“We’re thrilled to be partnering with ITV and Katie, who are helping us to galvanise families nationwide to mix up their mealtime menu in a fun and interesting way for 2015.
“With consumers today gaining enjoyment from sharing their love of food and cooking tips with friends and family, we hope the campaign will engage our audience further, giving them a dedicated platform through which to connect and share their tips with others.
“As a company, we are committed to meeting the evolving needs of our consumers, and we will continue innovating to ensure we meet these demands.
“With so many consumers now consulting the internet as part of their ‘food journey’, the ‘Mix Up Your Menu’ campaign is the latest development in Birds Eye’s commitment to investing in digital marketing to deliver innovative online campaigns.”