An instantly recognised product and a fast, easy treat, Angel Delight is well loved by households across the UK. Famed for its light and fluffy texture, Premier Foods’ classic brand has experienced renewed momentum throughout the pandemic – and is well positioned for future growth.
A new brand for a new age
Following decades in the ambient sector, Premier Foods have decided to propel Angel Delight into a new category, taking it from the classic, go-to, instant pud, and transforming it for the Food To Go sector, with the launch of its Angel Delight On the Go Pots. It’s the first time Angel Delight has ventured into this new category and an exciting opportunity to drive both relevance and awareness for the brand, front of store.
However renowned your brand, when you dive into a brand-new category, you still need to make a significant splash. Our task was to develop a strong key visual and activation toolkit to land the brand solidly in its new territory and change consumer behaviour, drive penetration and build brand affinity with dessert buyers in Food To Go.
Light and fluffy it may be, but it still needs to pack a serious punch.
The new creative and toolkit needs to work hard to move the product away from its strong ‘family with kids’ image, creating from-scratch awareness for Angel Delight On the Go Pots. Luckily for us, the brand’s key product attributes – its lightness and fluffiness – which have stood the brand in such good stead over the years, still resonated very strongly in the consumer-research phase.
Our overall KPIs were for the new product to be visible, to be relevant and to grow… aka to be found, to be right, and ultimately, to be chosen. And for that to work, you need to get right under the dessert lover’s skin.
Health was an important factor with the target audience, but it was essential to highlight the ‘indulgence appeal’ of lighter treats, without moving into the dreaded ‘diet’ territory. Sounds a simple sell, but this market is not without its challenges.
‘Light and fluffy’ cuts through the noise
The food-to-go dessert category is traditionally a very crowded space, saturated with noise and choice. Yoghurt dominates, cleverly ticking two boxes as both a perceived healthy option, but also a creamy indulgence, and when it comes to the physical shopping experience, traditionally dwell time is low compared to other aisles.
To cut through the noise, it all comes down to perfect positioning. Leading with a clear product message around Angel Delight’s tried and trusted ‘Light and Fluffy’ attributes, it was our job to demonstrate that ‘Angel Delight On the Go Pots are an exciting light and fluffy dessert, perfect for Food To Go snacking’, positioning the product as the light indulgence that will give you a little lift in your busy day.
What’s the big idea?
Our big idea for these little pots was: Angelic & Delicious. To create some serious elbow room in the category, we developed OOH and POS displays that bring to life every delicious layer in each pot.
We’re looking forward to giving yoghurt a run for its money. Look out for these angelic little pots of delight in store!