Brandlight - The Saucy Fish Co.

 

If like me your past Wednesday evenings have been enjoyed sitting and shouting at the contestants in this year's Apprentice,this post is for you. The ready-meal task had to be one of the greatest lessons in how not to create a brand and packaging that will sell. So rather than listing what was wrong with the skull on Mile's packaging I thought I'd write about a brand who have got it right, the Saucy Fish Co.

 

With the modernisation of the family lifestyle there is a clear demand for convenience food. Convenience food has always been synonymous unhealthy meals and lots of brands are quickly realising that the niche in the market is creating easy, simple meals that are good for you. The problem that the Saucy Fish Co. identified is if everyone is filling this market gap they needed to stand out.

 

On a crowded shelf the identity that the Saucy Fish Co. created grabs consumers' attention. With fresh typography, bold colour on a black background and simple illustration the product doesn't get mixed in with the usual dull line up of choice. Customers can also see the simplicity of ingredients at first glance and is instantly reassured what they see is what they get.  This simplicity also translates to the cooking process - it looks uncomplicated.

This identity transcends more than the supermarket shelf and is instantly recognisable through different media. The best example of this is when the brand launched a local TV advertisement in 2011 resulting in a 50% like for like sales increase. The branding is so recognisable that the consumer can easily remember it when they go to the supermarket. Most recently the Saucy Fish Co. have been sponsoring TV shows for the same effect.  

 

Once you become a fan of the product the brand have also developed a social media strategy that  will have you hooked (no pun intended). The Saucy Fish Co. account on Twitter, Facebook and their blog is full of great recipes and food tips. It is apparent that the brand loves food which brings a level of credibility that consumers can trust. It reassures customers that they are buying the right product as well as giving them ideas to try.

 

Essentially Miles from the Apprentice had the right tactic in making the packaging stand out on shelf. Unfortunately for this candidate it was for the wrong reasons. The key learning from the Saucy Fish Co. in creating the perfect ready-meal is give the brand and packaging a bold and recognisable identity as well as giving your brand credibility by showing your expertise in food and cooking. And remember - no skulls.