Devon based crisp manufacturer Burts Potato Chips relaunched this year with a new look but the rebranding didn’t just include a new packaging design but also a whole new approach to their digital messaging with the help of Laughing Buddha and their design agency, The Entertainment Agency. Burts is proud to be the original high-end potato chip but with a market now flooded with similar brands such as Tyrells and American brands like Kettles, it was time for them to reassess how they reach out to consumers and raise the profile of the brand.
As an FMCG product, the task of creating an authentic personality can be quite challenging but one thing stood out for us from our research and analysis was Burts distintive history and roots (pardon the pun) as a Devonshire company and the fact the product already had several faces to the brand, in the form of its Fryers whose names appear on the back of every packet they cook. From this, we developed ‘Burts British Pride’ message – celebrating the homegrown and individuals who make up our nation of Great Britain.
The Burts rebranding with TEA also included them being the crisp brand to feature an on-pack QR Code to encourage consumers to experience the brand further online. Our first use of the QR Code was to drive Burts lovers to a competition where they could win one of 20 designer Burts aprons and packets of Burts every week, with one lucky entrant to win a year’s supply once they hit 10,000 Facebook Fans. (Head over to the Burts Fan Page as we’re halfway there and you could be in with a chance of winning yourself!)
It was a great chance for us to work with a non-entertainment brand and bring our take on a genuinely tasty product who have a great bunch of people behind it, all of whom care passionately about Burts and their loyal customers who love to eat them! We must admit we’re now having to watch our waistlines since working with them as they are so terribly addictive.
Our work isn’t quite done yet, as we launch our Burts Summer campaign very soon – which we promise will be one to watch out for!