Fieldfare, a supplier of loose and individually-portioned frozen foods, has unveiled a new look that reflects the brand’s “bold new strategy to challenge the way consumers shop, encouraging more sustainable habits whilst delivering a range of delicious, high quality frozen produce”.
The new strategy and branding feature the strapline ‘Chosen, Frozen and Ready to Pick’. This takes its cue from the Pick Your Own movement, a sustainable way to shop where it is the norm to bring your own containers and pick just the amount you need – in turn reducing food waste.
The new look includes freezer livery, in-store sign posting and – only when absolutely necessary to protect the product – new packaging. The rebrand is supported by intensive integrated marketing activity and a new website that highlights the brand’s heritage, expertise and benefits of using ‘scoop your own’ frozen products.
Fieldfare’s Managing Director Matt Whelan said: ” We believe that this exciting rebrand will drive substantial brand awareness and with a hefty investment also being put behind marketing, we aim to encourage consumers to seek out Fieldfare as a destination brand for sustainable, convenient and quality food shopping.”