Lockwoods launches Maddock’s consumer-facing meat brand

Liverpool-based food manufacturer Lockwoods has launched Maddock’s, a new meat brand for consumers. 

The name Maddock’s was chosen for the new brand because three generations of the Maddock family have been directors of the business. It is now headed up by Ian Maddock, who followed in the footsteps of his father Doug and his grandfather Stan.

The business, which produces meat products such as pies, sausages, sausage rolls and scotch eggs, commissioned the design studio Black&Ginger to create the new branding and packaging as it introduces a more consumer-focused identity in addition to its more trade-focused Lockwoods brand.

The products’ packaging uses photos from the Maddock’s family album, such as photos of their first butcher’s shop, to illustrate the company’s heritage.

Alex Frech, director of Black&Ginger, said: “Lockwoods’ meat has been gracing tables across the north west for more than half a century, so we were delighted to have the chance to work with such an established business and help them reach the next generation of customers via their new Maddock’s brand.

“We worked intensively with the company to tease out their USPs. It was clear that family and heritage are the cornerstones of the business and we’ve reflected this in the branding we’ve created. We’re excited to see how the business grows and how we can help take it even further.”

Ian Maddock added: “Our new brand and look is already having the desired impact. Our sales are tripling and we are even selling out in some stores. Maddock’s is now a brand that can claim to sell both the sizzle and the sausage.”

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