Case Studies
The Schwan Food Company
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Chicago
Town Pizza™ is one of the best-selling frozen pizza brands in the
UK.
When
brand owner, The Schwan Food Company, developed a new frozen pizza
that tasted as good as a fresh takeaway product, it was Totality GCS, as
their long term incumbent design agency, which was commissioned to
design the packaging.
Schwan
had worked hard to get a much prized opportunity to launch this
product across three Stock Keeping Units (SKUs) in Tesco and to
secure that listing we had to make sure that the pack design
delivered to brief. It
was important that this new offering would be instantly impactful and
that it should gain additional customers to the frozen pizza sector
rather than cannibalize their existing client base.
Create
Our
research said that in the crowded and competitive frozen pizza market
it was essential the new pizza stood out and immediately communicated
its authenticity. Our proposition was ‘Don’t be like a takeaway,
BE A TAKEAWAY!’
We proposed to take the look and feel of takeaway
pizza cartons and put it straight in the supermarket freezer.
With
no big product shot on the pack front, this fresh new approach broke
all the conventions of the market place: a very brave step for
Schwan.
It
instantly had strong on-shelf standout and a real point of difference
within the category.
Deliver
With
no direct media support, the product achieved first year trading
revenues of £7.5m.
It
brought in 1.2m new customers to the frozen pizza category. In fact
62% of its sales were incremental to the category.
The
range increased to six SKUs with the launch of ‘medium takeaway’
in its first year.