Design > Brand-building

ROBIN HOOD FLOUR

LEO BURNETT, Toronto / ROBIN HOOD / 2021

Awards:

Bronze Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Presentation Image
Case Film
Supporting Images
Supporting Images
Supporting Images
Supporting Images
1 of 0 items

Overview

Credits

Overview

Background

When Canada went into lockdown in early 2020, Canadians took up baking like never before. And while Robin Hood, the country’s #1 flour provider, had plenty of product on reserve, this sudden surge in demand came at the exact same time COVID-19 safety protocols were slowing the production of their packaging. Grocery store shelves across the country were clearing out fast. Robin Hood needed a way to get Canadians the flour they needed faster.

Describe the creative idea

To keep flour on grocery store shelves across the country and get Canadians the flour they needed, Robin Hood redesigned their packaging to speed up production.

Describe the execution

For the first time in 40 years, Robin Hood stopped using its yellow pack, and instead, switched to a brown paper bag branded with a simple stamp. In doing so, skipping multiple steps of their usual packaging production process and getting flour back onto shelves sooner.

Starting in Western Canada, where flour supplies were at their most depleted, the new packs were sent to grocery stores all across the country. To let everyone know about the new packaging change and familiarize them with the new bags, informative updates were released as they were delivered from coast to coast with in-store messaging, social media posts and a rebranding of their website to match.

List the results

Press coverage from national news outlets like the CBC and ABC.

1,100% increase in brand mentions.

The new All Purpose Packaging got Canadians the flour they needed up to 2 months sooner.

More Entries from Design-driven Effectiveness in Design

24 items

Grand Prix Cannes Lions
H&M LOOOP

Retail Environment & Experience Design

H&M LOOOP

H&M, AKQA

(opens in a new tab)

More Entries from LEO BURNETT

24 items

Grand Prix Cannes Lions
THE MISSING CHAPTER

Good Health and Well-being

THE MISSING CHAPTER

PROCTER & GAMBLE, LEO BURNETT

(opens in a new tab)