Allowrie

Allowrie Wins New Generation of Fans

Allowrie responds to competitive pressure by promoting its strengths and revamping its image.

	Point of Sale Jam buyers get a clear visual picture of what makes Allowrie different from the rest without forgetting why they buy jam in the first place - appetite appeal.
	New Packaging Allowrie packaging was revamped to promote a more appetising image with clear visual links to the old label for curent users.
	New POS Following on from the revised packaging, POS was revised to emphasise the new label and the bonus reusable glass.

The Allowrie brand was under threat from a new generation of low priced competitors such as Dick Smith and Golden Circle.
Until this pont Allowrie had been used as a price fighter by its then owner Henry Jones Foods and had been given minimal marketing support in recent times.
Allowries main point of difference was that it’s Jam was supplied in a reusable glass tumber.
Research revealed the brand’s packaging had become seen as stale and old fashioned to potential jam buyers.

MindWars produced some point of sale to confront the immediate threat of increased competition
New Packaging was developed by MindWars to retain visual links for existing buyers at the same time as increasing appetite appeal for potential brand switchers.

Allowrie retained most of its shelf facings, avoided deletion, and ultimately significantly strengthened its sales per SKU at store level.