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Putting the heart back into Paxo

Paxo is a loved heritage brand and has been a staple part of the Sunday roast for over a century. However, despite being the category leader it faced challenges – a decline in roast meal occasions and increasing competition from own label.

Coley Porter Bell was asked to re-invigorate the brand and increase its relevance and foodie appeal in order to both attract and retain consumers. Another challenge was to help make range navigation easier.

We explored the role of Paxo against a backdrop of busy, fragmented family lives, where meals are rarely eaten together around a table. We discovered that when this does happen it’s a moment to savour and inherently meals need to feel a little more ‘special’.  As a result, we positioned Paxo as helping to add substance, heart and flavour to family meal occasions.

From a design perspective we modernised the iconic Paxo brand marque enhancing the heart shape and logotype. For the core range we boosted taste appeal with bold use of food photography supported by bespoke ingredient illustrations.  A strong, foodie colour system aids navigation between variants and creates impact on-shelf.

We also created a premium range heroing its high quality ingredients and bold new flavours. The craft-style substrate, botanical illustrations and naturally vibrant colour palette, clearly differentiates from the core range.

The new-look rolled out from Autumn 2016 and already the premium range in particular has contributed to strong growth in the premium stuffing category which is up 25% YOY.