Sam, founder of a successful contract manufacturing business and maker of the Ma Baker range of oat bars, realised he needed a ‘proper’ brand to drive margin, guide future NPD development and expand distribution. Our task: to rebrand Ma Baker and its most popular product, Giant Bar, a ‘big eat’ of a flapjack with an almost unlimited number of variants and well-established on-the-go distribution.
With its big portion size, high fibre oat-appeal and delicious range of flavours we recommended playing up Giant Bar’s generosity and taste credentials. With over 25 years of flapjack expertise, it made sense to stand proud as a flapjack baker. No oat, cereal or seed bars – just ‘Full-on Flapjacks’. Along with a new hunger-busting positioning, it also made sense to drop the Ma Baker name to focus solely on Giant Bar.
Creatively, we went big, bold and bright, with a new light-hearted tone of voice and packaging that’s big on personality and big on impact.
The rebranding work is one of the best things to have happened in recent years for our business. Not only has it been so well received by the trade in initial introductions, but it has also injected a newly found enthusiasm in me and I am truly excited about the prospects for our bar business as we build on the foundations of the new branding and the ‘Giant Family’… I wanted to thank you and the team for an amazing job that’s made a deeper impact on the business – something that is not measured purely in sales.
