Creating a distinctive brand identity for Lamb Weston’s newest product innovation and delivering a proper brand launch for a 'proper' British chip. The new chip was aimed at the hospitality industry, targeting pubs and restaurants that had a reputation for traditional quality food.
We were very aware that when choosing food and ingredients, provenance is a key factor in the decision-making process for chefs, buyers and restaurant managers. A focus on reduced food-miles and CO2 emissions is part of this, but most importantly we unearthed their strong desire to support British farmers.
Not only was this new chip made from 100% British potatoes, grown in Wisbech, Cambridgeshire by local farmers, it was produced with a distinct hand-cut appearance, giving it all the qualities of the much-loved 'proper' British Chip.
We created the fictional world of Chippingdom, and made its Duke the face of the new chip. The Dukes of Chippingham was the creative encapsulation of the quintessential British chip. If these chips could talk – this is what they’d sound like. Proper British chips, cut from potatoes with a proud and distinguished British heritage.
From visual language and tone-of-voice, to packaging, POS and advertising – we developed an entire world that tapped into every touchpoint along the trade customer journey. Starting with trade events, website, media comms, social media and B2B sales toolkits – right down to a seamless online ordering process.
Of sales in the first four months
Leads + enquiries since Jan (clicks)
Followers increase in month one (Instagram)
Uplift in conversions
UK & ROI Marketing Manager, Lamb Weston