Abra-ca-debora ← Back to the portfolio
When Jan Boers called us to talk about branding ready-to-eat pancakes, to be completely honest, we were a bit sniffy. However, when we tried them we were hooked. We were given a brand called Woodside Farm, which looked just as you’d expect ready-made pancakes to look. We advised them that things needed to change radically to achieve their goals.
We did some insight work and identified a problem, which we called “repetitive supper stress” (RSS). Mums will know what we mean. It’s that moment when you think “I’ve run out of ideas of what to cook for the family and it’s stressing me out.” We also named this occasion “the sixth supper” which everyone loved. The sixth supper is when our newly named heroine, Abra-ca-Debora, comes to your rescue and cures your RSS with her magic pancakes. We made her “The Supper Conjure Upper”. She’s Dutch, because Holland is the home of pancakes and our clients are from Holland. Simple really.
The packaging had to be easy-to-see on shelf, low stress, fun as well as informative and do justice to the deliciousness of the products. We also created a website and a sales promotion campaign, which our social media team supported with lots of affiliate activity, which was a triumph.
The whole re-brand was a master stroke thanks to a great client with an open mind. It achieved a massive uplift in distribution as well as rate of sale. But don’t take our word for it, the proof is in the pancakes. Have a look and see what you think. Better still, go out and buy some!
p.s. Have a look at the before and after as it makes pretty interesting viewing.