med Product of the Year in the bagged snacks category following a consumer survey of product innovation of nearly 12,000 UK households.The KP Snacks product range was re-launched in 2013 after leading global branding agency 1HQ, were briefed to reposition the brand and then design the customer touch-points that included, the product range, its flavour and the packaging and shopper engagement for the Phileas Fogg sharing bagged snacks.
Phileas Fogg takes the award having been transformed into a new and contemporary sharing brand that offers a range of exciting taste experiences from around the world, with new flavour combinations, textures and shapes, taking inspiration from countries such as America; with Louisiana Sweet and Smokey BBQ Bubble Chips and Mexico; with Cool Sour Cream and Onion Mexican Taco Rolls. These flavours take the consumer on a journey without having to leave the comfort of their home. A sense of adventure was portrayed with each of the new pack designs.
Amelia Boothman, Director of Brand Strategy at 1HQ says, “This was a truly interesting challenge as the Phileas Fogg brand really focuses on creating a journey and an experience for the consumer. There is a lot more emotion involved than in your everyday flat crisp. 1HQ took the optimised ‘visual and verbal’ positioning route and translated this into a range of packaging design and product concepts which were then tested using consumer insight, resulting in some of the most positive customer feedback the client had experienced.”
Boothman continues “The award means more because it was voted for by consumers, they are the people that really matter. The whole team worked collectively to create an exciting and differentiating proposition built on the essence of Phileas Fogg. We made exciting taste adventures accessible for all. Whether you’re having a family dinner, a quite night in or hosting a party; Phileas Fogg now suits every occasion.”
Mark Artus, CEO at 1HQ says, “We were delighted to be selected by KP to partner with the Phileas Fogg team and work with them closely to reinvent their brand and create a fully integrated shopper campaign. Having set a clear ambition we worked seamlessly with the KP senior team to build the right brand positioning and the clearly identify the brand assets that would make sense to the category and the target customers. Our 'shelf out' thinking then ensured that these assets were best deployed on the shopper path to purchase through new pack design and in-store communications.”
Mike Nolan, CEO at Product of the Year said: “Product of the Year is at the forefront of product innovation. As we celebrate our 10th anniversary in the UK this year, we’re delighted to announce winning products for 2014 which include some truly first rate innovation across the FMCG sector. With a 10-15% average sales increase reported by Product of the Year winners across the globe, we expect sales to go from strength to strength.”
