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I’m not sure if it's our ability to get under the skin of a brand or just thinking outside of the pan, but when we recently picked up the top honours for best overall marketing campaign at the CIM Awards. It was the garnish on what had been for us a very tasty campaign to work on.

Providing our resident Royals with an all new brand identity and building a very digestible website for the trade and consumer audience has helped to confirm their Champagne status in the upper echelons of the spud world.

We await our Royal invitation to re-brand others of regal heritage who have been dragged through the organic fertiliser of late and whose popularity could do with THE IDEA WORKS treatment.

Aims
To re-brand Jersey Royals
To dispel any confusion in the market place
Fight off challenges from similarly named pretenders to the throne
Reaffirm the uniqueness of the brand

Solution
Create a new logo and brand tool kit
Re-construct the product offering
To provide the raw ingredients for other creative initiatives
Establish the roots for future growth

Results
Reconfirmed their Champagne Status
Revitalised the brand
A revised logo and brand tool kit
Kept the brand in the top spot in the potato world

Comment
It never ceases to amaze me that an island as small as Jersey can be world renowned for so many things, new potatoes being just one. Our idea was to develop the brand mark so that it tells the consumer a little more about what makes our spuds so special. We achieved this by incorporating an illustrative centre piece depicting the south facing, steeply sloped côtils that have been traditionally farmed by islanders for hundreds of years. The black, gold and purple colour palette further reminds us of its Royal status.