Robertsons
Packaging up pork for supermarket success
The Brief
Combining Ayrshire provenance, craft butchery skills and traditional recipes, Robertson’s Fine Foods is Scotland’s largest producer and supplier of 100% Scottish pork products. With a solid five generation track record of working with independent butchery businesses, Robertson’s approached LUX with a very specific brief – to develop an identity and packaging solution that would help them continue to support butchers while making the leap into multiple grocery retail for the first time.
The Insight
We know that when it comes to Scottish produce in both independent and supermarket retail, provenance and heritage are key purchase triggers. Robertson’s has this in spades – not only is Ayrshire synonymous with quality pork production, but it has also been the family’s home since the business began in 1870.
The Big Idea
Hoping to launch into a crowded, ‘own-label’-heavy category, Robertson’s needed strong shelf stand-out from the get-go, built on attributes that make the brand special. A rich blue was chosen as the brand’s primary colour – a nod to the firm’s Scottish roots as well as the classic stripes on a butcher’s apron – which also inspired the illustrative brand marque. This was further emphasised with a saltire roundel, designed to accredit the range’s use of 100% Specially Selected Scottish Pork. A graphic-based texture was added for warmth, and to represent the well-honed craftsmanship that goes into each pack; while the window cut-out gives a flavour of the quality inside.
The Results
Following development of the new Robertson’s Fine Foods brand, the business went on to secure and maintain a sizable UK-wide listing with Morrisons, and have since expanded their product offering in response to consumer demand.
