Holmes & Marchant revitalises identity for Dairylea's all natural launch

Kraft Foods is relaunching its iconic Dairylea cheese spread with a new all natural ingredient recipe and revitalised packaging design through Holmes & Marchant.

The new pack design reflects Dairylea’s product benefits with a concept that focuses on childhood and the brand’s dairy credentials.

The new design sees the brand completely made over and placed back in its natural habitat of the meadow. The colour palette has also been changed to a more natural aesthetic, with vibrancy and tone built up around a layered, ‘child-like’, cut-out style. Support characters such as ladybirds, daisies, buttercups and bees are used intermittently on the different variants to reinforce the positioning.

Holmes & Marchant tested various pack routes with mums. Reaction to the new concept ranged from ‘It reminds me of the good things about Dairylea – the Dairylea I’m quite fond of’ to ‘There’s something about the design that suggests childhood happiness’ and ‘It’s for a mum like me – a good mum’. 

The launch is set to be the brand’s biggest launch of 2012 and follows on the back of the “No colours, flavours or preservatives added” and “25% less salt” campaigns.

According to Bruce Newman, Kraft’s marketing manager, cheese and grocery for UK and Ireland: “Dairylea is a heritage brand that has nurtured generations of kids; it had lost its ‘healthy’ credentials and its place in the nation’s fridges.
“We’ve got a fantastic new product coupled with Holmes & Marchant’s vibrant redesign to tell our compelling ‘all natural ingredients’ story.  It’s a new era for the brand, and the design celebrates this.”

Rebecca Fone, client services director at Holmes & Marchant, said: “This project was all about recapturing the hearts and minds of mums across the UK, and restoring pride in the Dairylea brand. The new recipe is made with all natural ingredients, so our design objective was to reflect this and reward loyal mums with a great new design, whilst also encouraging reappraisal for the doubters.The new design now strikes the right balance between ‘mum’s food choice’ and ‘kids’ food choice’.”