New Rapid Rashers Branding Brings Home The Bacon For Danepak
Robot Food have turned up the heat for Danepak’s Rapid Rashers with a stronger sub-brand, extra taste appeal and louder benefits. Rapid Rashers is the only product of its kind on the market. Tasty, pre-cooked and microwavable, it’s ideal if you want a delicious bacon snack without having to faff around with a grill pan.
Robot Food have turned up the heat for Danepak’s Rapid Rashers with a stronger sub-brand, extra taste appeal and louder benefits. Rapid Rashers is the only product of its kind on the market. Tasty, pre-cooked and microwavable, it’s ideal if you want a delicious bacon snack without having to faff around with a grill pan. The issue was that the existing packaging was getting overlooked on the fixture and consumer understanding of the product’s messages was low. Robot Food were asked to elevate the benefits and grab target consumers’ attention. Inspired by the concept of speed, the team created a new brand logo with a bold ‘go faster’ treatment, which contrasts nicely with the regal Danepak master logo. Underneath this sits the ‘No mess bacon in 90 seconds’ message, telling consumers exactly what they need to know about speed and convenience - while retaining the quality that Danepak is known for. At top of pack sits a loud and clear ‘microwavable’ message beside a new microwave icon.
Sitting proudly at the heart of the packs is new mouthwatering bacon sandwich photography. Perfectly cooked bacon, lightly grilled bread, a glossy drip of ketchup, all on a white plate set against a striking red and orange background. The irresistible results talk directly to target audiences, driving home the benefits and appealing to all bacon lovers hungry for a speedy snack that doesn’t scrimp on quality. Kate Charman, brand manager, said, “Rapid Rashers is a fantastic product but we had to move the branding and communication up a level. Robot Food created some eye-catching branding and strong, clear benefits that really jump out from the packs. They’ve given us the perfect showcase for this unique product.”
Simon Forster, Robot Food’s Creative Director said, “The only thing better than a bacon sandwich is a bacon sandwich that’s ready in 90 seconds with no mess. We created stronger branding and punchier messaging, amped up the taste appeal, and made sure all the product benefits shouted loud and clear. Rapid Rashers has the standout it deserves.”
Source: Robot Food
