Packaging Pitch7th March 2012

A Presentation to Rachael Dickinson

of Cranswick Pet Productsby Template Marketing & Design Ltd

A Presentation to Rachael Dickinson

of Cranswick Pet Products

0845 300 8091www.template.co.uk ©Template Marketing & Design Ltd 2012

CPP1 8pp booklet v1.indd 1 06/03/2012 10:10

THE BRIEFTo take the existing Nature's Feast Wild Bird Care range and consider a refreshment to the design.

BACKGROUNDCranswick Pet Products conducted a survey amongst 19 consumers in Hull. Whilst this sample could not be considered statistically robust it did pull out some interesting points.

KEY POINTS• Nature's Feast is not a strongly recognised brand name, despite being market leader

• Brand loyalty is low, although good pack recognition may encourage 'habitual' repeat purchase

• It is a price competitive market

• Feeding birds the right food matters to those who feed wild birds

• Seeing what you get and what birds it is for is key.

APPROACHHaving read the research and conducted a survey of a number of brands on the marketit was clear that the packaging was fairly strong but needed work on a number of areas, specifically:

• Imagery top and bottom is dull and confusing

• The images of the birds is actually lost against this background

• Resealable pack info is not clear

• Transparent window is very important and needs to be increased

• Visibility of birds needs improving, whether by size or design to improve clarity

• Requires strong recognisable colours, preferably different to the market norm

• Improve legibility of bullet point details on front.

We have not looked at the back and sides and would like to discuss content. However one element that we feel does need addressing is the choice chart which isextremely difficult to read. Ideally it should relate to the Wild Bird Guide to give a more consumer friendly use. In terms of cross-sell and user-friendly information there is a lot that can be done.

To take the existing Nature's Feast Wild Bird Care range and consider a refreshment to the design.

CPP1 8pp booklet v1.indd 2 06/03/2012 10:10

CPP1 8pp booklet v1.indd 3 06/03/2012 10:10

Existing Packs

Offer a strong central colour and product recognition panel, but everything around that is very busy - there is too much going on:

• Images of birds are lost in the background

• Bullet point information difficult to read

• Energy levels panel lost under pack when on shelf.

CPP1 8pp booklet v1.indd 4 06/03/2012 10:10

New Packs

• Retains strong pack colour identity

• Increases strength of wild bird images at top and in pack area

• Larger clearer window

• Resealable pack benefit is stronger

• Strong colouring, sunny, stands out from the competition.

New Packs - style 1

New Packs - style 2

Working in conjunction with:

1kg

STAY FRESH RE-SEAL BAG

SEE SIDE OF PACK

FeederSupremeSUPERB FOR USE IN FEEDERS

• Contains a broad variety of seeds

• A Multi-purpose mix that is superb for seed feeders

Attracts many species including Greenfinches, Great Tits and Coal Tits

LO HIENERGY LEVEL

Supreme

OF PACK

FeederFeederSupreme

High EnergySupremeHigh Energy

NO MESS FORMULATION

Working in conjunction with:

1kg

• Perfect for Seed Feeders or Tables

• Contains a broad variety of premium seeds and nuts

Attracts Siskins, Finches, Larks, Tits, Buntings and Dunnocks

LO HIENERGY LEVEL

STAY FRESH RE-SEAL BAG

SEE SIDE OF PACK

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

estay fresh

re-seal bag

see side of pack

CPP1 8pp booklet v1.indd 5 06/03/2012 10:10

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

no m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

New Packs - style 1

CostingsDesign work and research to date (only payable if you decide to use Template) £1,780.00

To develop the side and back panels to suit chosen design £1,280.00

To create 32 pieces of artwork from chosen design: 9 x 1Kg, 8 x 1.75Kg, 6 x 5Kg and 9 x 12.5Kg £5,140.00

To translate style into feeder labels for the three ranges - design £960.00

To create 34 pieces of artwork across all three ranges £ 4,080.00

To translate on to Treats labels £ 640.00

To create artwork for 12 x Treats labels £1,920.00

Bar codes - 78 off at £10.00 each £1,014.00

Total: £16,580.00

All above costs are subject to sight of final brief.

CPP1 8pp booklet v1.indd 6 06/03/2012 10:10

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

Working in conjunction with:

1kg

STAY FRESH RE-SEAL BAG

SEE SIDE OF PACK

FeederSupremeSUPERB FOR USE IN FEEDERS

• Contains a broad variety of seeds

• A Multi-purpose mix that is superb for seed feeders

Attracts many species including Greenfinches, Great Tits and Coal Tits

LO HIENERGY LEVEL

Supreme

OF PACK

FeederFeederSupreme

High EnergySupremeHigh Energy

NO MESS FORMULATION

Working in conjunction with:

1kg

• Perfect for Seed Feeders or Tables

• Contains a broad variety of premium seeds and nuts

Attracts Siskins, Finches, Larks, Tits, Buntings and Dunnocks

LO HIENERGY LEVEL

STAY FRESH RE-SEAL BAG

SEE SIDE OF PACK

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seedfi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

High Energy Peanuts

Working in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Q

ua lity

a

ss u r e

d

Tested for toxins to human food standards

Ideally fed through a mesh feeder

Attracts many species including Woodpeckers, Finches, Sparrows & Tits

hIlOenergy

levelWorking in conjunction with

1kg

stay fresh re-seal

bagsee side of pack

Ideal for birds with smaller beaks

Suitable for most feeders

Attracts almost all species including Finches, Tits & Sparrows

hIlOenergy

level

Sunflower Hearts

hu

sk free

n

o m e s

s

Working in conjunction with

1kg

Ideally fed through a Nyjer seed feeder

High oil & protein content

Attracts many species including Goldfinches & Siskins

hIlOenergy

level

Nyjer Seed

fi

nches’

fa

vo u r i t

e

stay fresh re-seal

bagsee side of pack

New Packs - style 2

Please Note:

We would need to be provided with imagery*, logos, text and cutter guides for all packs.

*The images of birds we have sourced are for visual purposes only. We can quote separately for the selection and purchase of relevant imagery but we understand that you have an excellent library and suggest using this as a first option.Any images requiring clipping paths will cost £10 per image.

Please Note:

We would need to be provided with imagery*, logos, text and cutter guides for all packs.

*The images of birds we have sourced are for visual purposes only. We can quote separately for the selection and purchase of relevant imagery but we understand that you have an excellent library and suggest using this as a first option.Any images requiring clipping paths will cost £10 per image.

CPP1 8pp booklet v1.indd 7 06/03/2012 10:10

Template Marketing & Design Ltd17b Langley Drive, Kegworth, Derby DE74 2DN

0845 300 8091

www.template.co.uk

CPP1 8pp booklet v1.indd 8 06/03/2012 10:10