Designed by Family(and friends), United Kingdom.

Allied Bakeries are seeking to drive awareness of portfolio bread brand Allinson amongst heath conscious UK consumers.

Family (and friends) was appointed in February 2011 after a three-way pitch to give the brand’s packaging increased standout and relevance as part of a wider campaign.

With the classic ‘nowt taken out’ advertising being the only previous recall, the brand owners felt there was a strong rationale to delve back into Allinson’s genuine history to drive interest today.

The brand has a fine pedigree that has been lost over time; Thomas Allinson set the standard for quality wholemeal bread back in the 1890’s. As a health conscious victorian doctor, with ideas way ahead of his time, he decided to establish his own brand of flour, enabling bakers of the day to create healthier loaves. The modern day bread brand was born out of this story.

The repackage creates a ‘taste of tradition’ in every sense, from the re-introduction of the brand’s original windmill trademark and Allinson’s signature, through to panels featuring health tips, drawn from Allinson’s original essays.
All this is held together with a newly created, bold sash device to create cut-through on shelf.

The design extends to all of Allinson’s variants and formats, including new product development ‘Brown batch with the taste of sourdough’.

The brand relaunches this week in UK multiples, supported by Press advertising by M&C Saatchi.