How we cracked the nut industry
We have a lot in common with this market-leading nut supplier. We like the fact they’re driven by passionate people who care about the quality of their product and service. Like the growing fan base of protein-based snacks, Sun Valley is, quite simply, nuts about nuts.
We helped them do what they do best; supplying nutritious and delicious treats that make any social occasion better. After a factory tour and excessive nut consumption, we designed fresh branding, POS and online communications, and spent days literally building the entire world out of nuts…
Nuts are big business. With the UK market valued at £317m and consumers buying into protein power, Sun Valley had an opportunity to play to their strengths. We conducted desktop research to understand their wide and varied audience, from food buyers in the hotel, retail and leisure industries to consumers.
A factory tour also gave our team a unique insight into the manufacturing process. Our conversations helped us to start defining strategy and developing a brand hierarchy for their multi-faceted business.
We began by developing a proposition. It had to appeal to two audiences: those who buy nuts and those who consume them. Four territories were identified that Sun Valley could own: Experience (Established in 1949); Craft (finest natural ingredients); Passion (committed and driven staff); and Charm (family-run, not a faceless corporation).
We set about exploring these brand pillars, refining and testing them. The result was ‘Seriously Nuts’ – a brand positioning that could be dialled up or down, depending on their target audience. For instance, corporate literature would have a more serious tone, whereas a consumer ad might have a more playful, ‘nutty’ feel.
We refreshed Sun Valley’s packaging with a new typeface and design, which was implemented across their entire range, from 50g packets to 1kg catering bags. The product names remained the same, but the descriptions changed, as we tried to inject some of our new ‘Seriously Nuts’ positioning into the brand.
The new look was launched at the Food Ingredients Europe Show 2017 in Frankfurt, where we designed a dynamic exhibition stand, featuring a world map made entirely of nuts, complemented by branded giveaways and leaflets.
Work is ongoing and we’re looking forward to helping bring some exciting new co-branded products to market as Sun Valley continues to be innovators in the snack food industry.