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.