Challenge

Roast dinner is how many of us show care for our loved ones, and Aunt Bessie’s evolved proposition captured this as ‘Caring is the hardest thing we do’. Our challenge was to communicate that moment of pride and shared excitement when you serve a bowl of beautiful Yorkshires on the table. Consumer eye-tracking research showed that the frozen aisle had become busier with new entrants, making shopper navigation difficult, so this was an opportunity to hero the product and simplify the pack. A key focus was to make the pack more accessible for visually impaired (VI) people by adding Navilens technology, allowing VI people to scan the pack from a distance to access the product information, rather than having to find small elements close up, like a QR code.

What we did

Shifted the design focus from communication around how the product is made, to celebrating the moment of serving a roast dinner with a proud, hero product image, bursting out of the pack for that ‘Ta da!’ moment. Working collaboratively with Aunt Bessie’s, the RNIB, and our own technical print team, we enabled Aunt Bessie’s be the first brand in the world to put this ground breaking technology on frozen food packaging [1].

Results

Simplifying the key assets of product image, brand mark banner, and product banner, means that shoppers now shop the brand quicker and more confidently, driving sales increases on launch. The Navilens technology has received great feedback from users, who say it allows people to shop in an inclusive and accessible way [2].