Richmond sausages modernises brand, supported by biggest-ever campaign

Richmond has announced plans to launch a new packaging design across its fresh and frozen sausage range supported by its biggest-ever marketing campaign, commencing the week of 3 June. 

The redesign is being supported by an investment worth £5 million (m). Promotional activity will be conducted across TV, radio, digital and in-store campaigns, including sampling.

The new packaging will feature rolling green hills whilst keeping a contemporary feel for the modern family. The fresh range will feature a paper-like packaging, created to emphasise the natural design and give it a higher-quality feel.

Richmond, which is owned by Kerry Foods, will roll out support material for the entire fresh range following a teaser campaign at the end of the month, followed by the frozen range from August. Current packaging is branded with a sticker informing consumers of the redesign.

“This is the brand’s biggest investment in years and we are certain that the rebrand will be a hit with shoppers,” said Sarah Davies, senior brand manager for Richmond.

“The new packaging design and high-quality feel has tested extremely well with consumers. As the nation’s favourite sausage brand, we know there is a great opportunity for more families to discover their love for Richmond, so we would encourage retailers to stock up now.”

In addition, the firm’s Perfect Bake range has been given a reboot, with a new name and feel. It will now be known as Oven Ready, to help communicate its purpose clearer. The product comes with a unique oven-ready griddle tray, a feature introduced in 2015, allowing customers to cook without having to worry about the mess that usually comes with cooking them and not allowing them to cook in their own fat. The products will have images of cooking ideas on the packaging, designed to help inspire consumers.

According to Nielsen Scantrack, the brand is currently worth £119m. After its beginnings over 100 years ago, Richmond has gone on to sell 2.3 packs every second.

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