Fine food distributor RH Amar today unveils a new look for Crespo, the UK’s best-selling brand of olives, in a bid to accelerate value growth in the £35 million ambient olives category1.
Despite sales of ambient olives rising in value by +2.6%, and in volume by +2.8%, there is still plenty more headroom for growth, insists Sam Higgins, senior brand manager for Crespo at RH Amar, particularly in branded olives, with new consumer research showing that shoppers want to have a more emotional connection with the ambient olives fixture2.
Now Crespo is aiming to shake up the fixture and grow the branded opportunity with an eye-catching packaging refresh and round of foodie-inspired marketing support.
“Our research shows that shoppers are screaming out for more excitement from the ambient olives fixture. In particular, they told us that they often found the fixture dull and uninspiring, largely because of the proliferation of own label products, which currently account for more than two thirds of all sales.
“As a result, we are aiming to shake up the status quo by giving Crespo – the UK’s best-selling brand of ambient olives with a 14.3% share of all sales, and a 50% share of all branded sales – a major packaging overhaul to create some muchneeded vibrancy and excitement at the point of purchase where shoppers often make their decision as to which products to buy.”
Incorporating a cleaner, fresher version of Crespo’s iconic diamondshaped logo, new packs will feature strong Mediterranean cues including an image of a sunshinekissed olive grove, with the redesign rolling out across Crespo’s comprehensive offering of jars and Les Olives du Marché pouched snacking range from July. The brand’s tinned and pouches range will now feature sharp photography of the product within, including Crespo’s full array of black, green and flavoured olives, whilst Crespo’s popular capers will also get the same makeover treatment.
The brand refresh will be backed by a comprehensive round of marketing support, including extensive sampling, social and digital recipe inspiration and competitions, as well as online and print advertising, and editorial partnerships with leading foodie media.
Meanwhile, two exciting new 150g pouch sharing products will be joining the Crespo line-up, including Dry Black Olives and Tomato, Cumin & Parseley Green Olives (RRP: £1.99).
“Our research also reinforced how sharing and snacking, in addition to cooking, are two key opportunities,” adds Higgins. “In fact, these tasty new additions to our range tick all three usage occasions and we look forward to introducing more products to our range in due course.”
1 All figures IRI Total Market, 52 w/e 26/05/18 unless otherwise stated
2 Stepping Stones independent qualitative consumer study, November 2017