Everyone loves Pams. As one of New Zealand’s most trusted brands, the Foodstuffs private label is highly successful, with 2000 products in the aisles of Pak N Save, Four Square and New World and some 200 new products added every year.
Still, Pams had a challenge. Despite its success instore, the brand had little presence outside, few content assets and almost no social media presence. As part of a thorough review, including new packaging designs across the entire range, the team at Foodstuffs Own Brands Limited (FOBL) commissioned Anthem to create a suite of digital content including recipes, social media and packaging copy that would support its new brand look.
The task required going back to basics: identifying the brand personality, the style of recipes, and tone of the photography and copy. Anthem relished the challenge.
Working closely with the FOBL team we developed a process to efficiently produce the content. We assembled a crack team of specialist food writers, recipe writers, stylists, photographers and video producers to deliver the goods.
A few months down the track the system’s a sweet success. Within five months the team has produced almost 150 recipes, copy for the new packaging and some very awesome motion graphics for online campaigns.
Says Mel Steffensen, Own Brands Marketing Manager at Foodstuffs, “We threw Anthem a big challenge: find Pams' voice, develop a heap of new recipe content and imagery and work with us to lift our packaging and messaging to a new level. Anthem have been brilliant. Not only are they delightful to deal with, they have assembled a great team to produce a result that we’re proud of.”