Leading meat company, The Jolly Hog, has undergone its first rebrand since it started in 2007 with new packaging hitting shelves in all major retailers at the end of the month.
The award-winning Bristol-based brand has identified that the way consumers are eating meat is changing, with 39% of meat eaters reducing their meat consumption in the last 6 months and a further 18% looking to reduce it in the future. Consumers are looking to eat less but better meat, and demanding more from meat producers. 89% of shoppers state that animal welfare is important to them and The Jolly Hog is the only branded sausage to use Outdoor Bred meat. As well as this, the brand was the first UK meat company to become B Corp in 2022 and is on a mission to provide consumers with a better branded option in the supermarket.
The Jolly Hog believes that there is more demand than ever for their higher welfare, Great Taste award-winning meat.
Olly Kohn, Co-founder of The Jolly Hog said: “A desire for consumers to eat better quality meat as well as reducing the amount they are eating, coupled with a cost of living crisis that is driving consumers to eat more in home, we are seeing demand for our products grow. It is the perfect time to invest in a fresh new look and our first above the line campaign. The objective of this project was to communicate our high-welfare and product credentials in the best way, as well as improve stand-out on shelf in retail. Although we have gone for a new look, we wanted to keep the brand essence by keeping the same logo. We also wanted to increase taste appeal by putting mouth-watering, real cooked product on pack to entice consumers. We believe that alongside new bold, bright typography and colours, we can offer consumers a fresh identity that they will remain loyal to.”
The Jolly Hog rebrand has been implemented across its entire range, with its sausages and bacon leading the way. Other categories such as snacking, slow cook and beef will follow.
In support of the new rebrand, The Jolly Hog is also launching its first OOH ad campaign for the summer to drive brand awareness. The campaign ‘Time for a Jolly’ aims to celebrate occasions where consumers are looking to come together over a quality meal.
Christine Everett, Head of Marketing at The Jolly Hog said: “Food is at the heart of together time for our consumers, and particularly at the moment, special moments gathered with friends and family around a decent meal feel all the more important. We may be doing it less, so when we do it, we want to make it extra special. ‘Time for a Jolly’ is all about recognising those special shared moments, and putting The Jolly Hog at the heart of them”
The Jolly Hog ‘Time for a Jolly’ campaign will launch on buses and billboards across Bristol in time for the May Bank Holiday weekend.
