Richmond sausages revamps packaging with £5 million campaign

Richmond sausages is relaunching its range with a new packaging design, to modernise the brand and showcase the brand’s quality credentials to shoppers. The re-design forms part of the brand’s biggest ever campaign with a £5m investment.

Currently worth £119m, Richmond sausages have been around for over 100 years. Since then, the brand has become the nation’s favourite sausage brand, selling 2.3 packs every second, according to Nielsen data.

The bold new packaging will feature illustrations of rolling hills, synonymous with the Irish country side, whilst the new look will keep the brand contemporary and fresh for today’s modern families. A new paper-like packaging film for its fresh range will also give a more natural and higher quality feel.

The relaunch will roll out across the entire fresh range following a teaser campaign in stores at the end of May, and across the frozen range from August, with eye-catching shelf ready packaging to highlight the new look.

In addition to the relaunch, the brand’s popular Perfect Bake range will also roll out with a new name and new look and feel. Perfect Bake is being rebranded to ‘Oven Ready’ to help educate consumers of its key benefit. The range has a unique oven-ready griddle tray, an innovation introduced in 2015, which allows consumers to cook without the fuss and mess usually associated with cooking sausages, whilst not allowing them to cook in their own fat. The ‘Oven Ready’ outer packaging will also feature photography with meal inspiration for shoppers to complete the new look.

Sarah Davies, Senior Brand Manager for Richmond said: “This is the brand’s biggest investment in years and we are certain that the rebrand will be a hit with shoppers. The new packaging design and high-quality feel has tested extremely well with consumers. As the nation’s favourite sausage brand5 we know that there is a great opportunity for more families to discover their love for Richmond so we would encourage retailers to stock up now.”

Rolling out from 3 June, the new packaging will be available in grocery, convenience and wholesale and will be supported by a marketing campaign spanning TV, Radio, sampling, digital and in-store activity.

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