A major label redesign for family-owned jam, condiment and sauce maker Beerenberg Farm has resulted in a significant sales spike, according to the company.
The South Australian company says its sales have grown by up to 30 per cent in just six months in some areas following the label makeover, which was its first in 40 years.
The look sought to highlight the brand's authenticity and local origin in a market dominated by foreign imports.
The company is run by the sixth generation of the Paech family on their Hahndorf farm in the Adelaide Hills. The old labels had a German influence, in keeping with the family's origins.
The new labels on its 65-strong condiment, sauce and jam range each now features a different anecdote about a family or staff member, including those who pick the fruit, cook the jam and drive the forklift.
Each provide their tips on how they like to enjoy their favourite product. For instance, one of its products is called “the caramelised onion that Dean hates to share”.
On the back of the label, the story continues. In this case it turns out that Dean isn't naturally greedy, he's just found so many uses for the particular product.
Beerenberg MD Anthony Paech said that although the strongest growth had come from independent grocers, even the major supermarket chains of Coles and Woolworths had seen a significant lift.
“Most pleasingly, our strongest increases in demand came from the key markets of NSW, Victoria and Queensland which were up between 23 and 32 per cent – representing a major breakthrough in Beerenberg’s efforts to become a truly national brand,” Paech said.
The re-branding was undertaken with the help of marketing strategy firm Stepchange Marketing and design consultancy The Elk Group.
He noted that the brand revamp introduction did not include any traditional advertising and did not come at any cost to profit margins. Instead, the launch relied entirely on events, publicity and digital and social media driven jointly by Beerenberg and Hughes Public Relations.
Paech said the stronger sales demonstrated that consumers were seeking quality, authenticity and provenance in a market that had become “global and homogeneous”.
“At Beerenberg, our stated goal has always been to bring the true taste of the farm to the world, and the simple elegance of the new branding and the transparency of our offer has helped us convey the voracity of our claim,” Paech said.
“There is a warmth and accessibility around the Beerenberg brand that makes us different to so many other products, and we think that’s special in a market that’s becoming more and more crowded by the big players.”
Beerenberg's new label sought to highlight the brand's authenticity and local origin in a market dominated by foreign imports
