To build on its success within the competitive and fast moving snacks sector, the Devon based company has re-vamped the traditional Burts brand, following in-depth consumer panels at various locations across the UK including it’s Devon factory. The updated brand will be communicated across its packaging, website, social media channels and in-store POS.
The new packaging, which features a figure wearing an apron with the Burts logo in its centre, with its hands positioned proudly on the sides of the packet represents the brand’s hand-crafted, artisan credentials and a personal touch, which the company has become well known for.
The unique design has also been created to ensure strong shelf stand out, enhanced by the range of bright, eye-catching colours, which allow consumers to easily indentify the seven different flavours available; Sea Salt, Vintage Cheddar & Spring Onion, Sea Salt & Malted Vinegar, Sea Salt & Crushed Peppercorns, Pesto, Firecracker Lobster and Thai Sweet Chilli.
The iconic white square, which has featured on the Burts Chips packaging since the brand first launched in 1994 remains as well as its traditional matte finish, to appeal to Burts’ loyal consumers.
The name of the person that hand cooked each pack is clearly displayed as well as the name of the field the potatoes came from, as a mark of provenance and pride in the products. Its British credentials are also communicated via a new strapline: “Burts, British Potato Chips Hand Cooked With Care.”
In line with the fact that consumers are increasingly seeking out natural snack options, Burts now displays a number of free from messages front of pack, including free from artificial flavours, colourings, gluten and MSG.
A brand known for its innovation, Burts Chips have included a QR code on each pack, directing consumers to the new interactive Burts Chips website and a launch competition to win one of 1,000 Burts Chips aprons, as modelled on the front of each packet of its crunchy potato chips.
Leane Bramhall, Marketing Director at Burts Chips, said: “We’re very excited to be launching the new Burts Chips brand. The packaging boldly reinforces our core values, but in a fresh, fun and modern way, which we’re confident will appeal to consumers. We want to strengthen our on-shelf presence, engage further with our consumers and create wider appeal. Flavour innovation also remains key, so retailers should keep their eyes peeled for exciting new flavours from Burts in the coming months.”
The new Burts website launches in the last week of January and the new brand launch will be supported with a wide-scale integrated marketing campaign, which includes PR, events and a digital campaign.