Cannes Lions

HECK SAUSAGES

ELMWOOD, Leeds / HECK / 2013

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Overview

Entries

Credits

Overview

Description

Since the launch of Debbie & Andrew’s, the premium sausage market had grown and changed significantly. The market had become strongly own label dominated and nearly all other branded products focused on farming and provenance or were celebrity chef-endorsed. There was little authentic personality in the market amongst the faux farmers.

The black pack designs which were so innovative when Debbie & Andrew’s launched had now become the standard colour for the category. The brand also needed to communicate the family’s heritage and the farmer’s market quality of the product in a new way.

Execution

The name Heck came from the family saying "What the Heck". The name reflected their bold approach, uncompromising attitude and was authentic to them.

The striking pack colours in muted tones were chosen to be eye catching at fixture and provide a stark contrast to the black packs and photographic treatments used by competitors.

The brand marque is a bold upper case statement, framed by the exclamation mark. This underlines it, providing a smile in the mind and the hooks, which it hangs off – are a brave nod to what the product's about.

Outcome

In its initial launch Heck has already achieved nationwide distribution with Tesco and Ocado. The press interest has been vast. Even before launch the brand was featured in a major profile piece in the Telegraph and has featured in several trade and consumer magazines.

At a time when the meat market is under such scrutiny and receiving much negative press, Heck is an authentic product made by a trusted UK producer.