Nature’s Way Foods approached 1HQ with an opportunity to launch a disruptive, stand-out and innovative salad kit brand aimed at convenience shoppers looking for fresh, full-on-flavour.
The salad aisle has remained unexciting and uninspiring for too long. To shake up the category, we worked closely with Nature’s Way Foods, holding strategically led co-creation sessions to define the positioning, name, personality and visual expression of this new brand.
FLiNG was born to inspire consumers to bring a bit of passion and playfulness to their meals. By developing a unique and vibrant packaging design, we broke category norms. Zesty bold colour panels gave clear stand-out on shelf, as well as offering easy navigation of each of the core variants.
The tone of voice used throughout the packaging design is key to communicating the brand’s bold, cheeky and lively personality. Preparation instructions such as ‘Sprinkle me on top?’ and ‘Fling me in a bowl’ add a touch of humour. To support the packaging launch, we developed a brand communications campaign running in Tesco magazine, digital and OOH.
Currently on sale exclusively at Tesco, initial results are extremely positive, bringing new shoppers into the category, with a strong trial and repeat rate of 20%.
FLiNG recently won Gold for best packaging design at the Transform Awards Europe 2021.