The brand looks to capitalise on its ‘from farm to fork’ 100% Irish beef burgers and 100% chicken breast frozen products, with the relaunch rolling out last month. It has embarked on a complete re-brand.
All of its packaging graphics across all its ranges have been revitalised. LBD said that this revamp has helped to develop a tone of voice for all brand communications as well as on pack photography, inspired by the road trips, recipe experimentation and the new range of products.
Ruth Cosgrove, marketing manager at Kepak, which owns Big Al’s, said: “We have big plans for Big Al’s and wanted to build on its premium position as Ireland’s most popular frozen convenience meal solution.
“LBD fully understand our brand and our markets and have the necessary and effective branding and packaging design experience to help extend Big Al’s appeal to reach new consumers.”
Tim Leahy, managing director of LBD, added: “We have worked with Kepak for many years, helping their stable of brands to thrive and grow in a challenging Irish economy. With our work to extend the reach of Big Al’s Kitchen to new markets, we wanted to get the personality of Big Al across and the authenticity of product and taste.
“Through our research, we discovered that consumers warmed to the idea of ‘tastes of America’ and to the ability to experiment with different recipes at home. The creative idea and brand story that reflects a travel blog on pack, along with the good food fast proposition, successfully gets across to the consumer that these meals can be enjoyed every night of the week.”
The new look Big Al’s range extends to offer eight burger lines and 15 chicken SKU’s across two sizes.
