The original Pesto
In this, its 25th anniversary in the UK, Sacla’, the company that introduced pesto to the nation, has relaunched the brand, starting with its famous Pesto range and its new pasta sauces.
There are many Italian offerings out there content with being generically Italian. We were keen to invest in those things that make Sacla’ different from the ‘me toos’ and capitalise on their pioneering behaviour with a brand position that allows them to step change and pull away.
The creative theme of transformation has been used to reconnect consumers with the promise that products from Sacla’ can transform meal times through real Italian wow-how.
The copper lids have always been iconic and distinctive on-shelf, and so the new designs incorporate the use of copper as a core piece of brand collateral with metallic labels that feature a beaten texture on the copper foil to emphasise the culinary heritage and family know-how of the Sacla’ brand.
We developed a new brand architecture designed to cater for the needs of a broader audience and help segment their growing product portfolio extending its offering beyond Pesto into products designed to help in the kitchen.
Outstanding volume growth of +16.2% in a market declining by 3.8%.
Value sales growth up 11.4% against a post-Brexit exchange rant acting a massive 20% to costs.
Penetration growth of 19.8% to its highest ever 9.6%, that’s 5.2 million UK households buying Sacla’ over a 12 month period.