Bart Case Study Strategy, branding, packaging, structural design, in-store fi xtures, web design and build

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1 Bart Case Study Strategy, branding, packaging, structural design, in-store fi xtures, web design and build Honey generated 42.5% value growth for Bart in the first 12 weeks post launch. As a result we have won a UK Packaging Award & a DBA Award. We are delighted! Fran Campbell - Head of Marketing

2 Bart rebrand adds flavour to bland retail category Bart has been selling herbs and spices for fi fty years and has an established relationship with Waitrose and other premium retailers. So why were these industry experts suffering from lack of brand awareness and struggling to differentiate themselves from strong competition like Schwartz and own label incursion? The good news was that they were not the only brand facing this problem. We went out there to see what happened when consumers came face to face with the product, and found that the whole herb and spice category lacked impact and emotional engagement with consumers at point of purchase. 200k Additional profit in just 12 weeks

3 22.8% Household penetration up within 12 months Herbs and spices were viewed as a commodity. Instead of browsing, buyers came with a recipedriven A-Z ingredient search, a lack of brand loyalty and few incentives to buy more frequently there was nothing to inspire or educate.

4 We then looked at the after-purchase journey. What happens in the home? Herbs and spices are usually stored in a dark cupboard where they are inaccessible and diffi cult to fi nd. If they are used then there is confusion about how much to add, and the sprinkler lids make it diffi cult to control the fl ow.

5 We used our insights and understanding of the retail environment to create a clear innovation strategy and packaging design solution that increased in-store impact, emotional engagement, quality perceptions, ease of use and brand differentiation. Result - Name was changed to Bart Ingredients Company (from Bart Spices) to appeal to new audience - Spoonkler lid designed to improve ease of use - Logo made to look bigger, bolder and more natural - Premium quality communicated by adding quality seal and using silver print - Educational copy added to inspire creative cooks and foodies 447,000 Amount brand grew in value over previous year CAMILLA BOND Head of Marketing camillabond@bart-ingredients.co.uk o.uk DL : M : York Road, Bristol, BS3 4AD NOT ALL INGREDIENTS ARE EQUAL

6 And it didn t end there. 42.5% Amount Bart s value grew We went on to design their new website and stationary, and continued to look at ways to better engage consumers with the brand. This led to us designing an interactive in-store fi xture with scented herb and spice aromas and a tablet that people could use to browse inspiring recipes.

7 The rebranded packaging went into store in September 2012 and made such a significant change to the way people engaged with the brand that it won a coveted DBA award for its commercial success after all, it generated 200,000 profit in just 12 weeks.