Wall’s Sausages revamp identity and ad concept
14 August 2008
Wall’s Sausages is dropping its iconic talking dog character from its ads as part of a wider repositioning of the brand.
The rebrand aims to change perceptions of the range, and will include a major overhaul of its packaging. The Border Terrier, who has amassed a long history of tussles with his family in a bid to get his paws on Wall’s products, will not feature in ads promoting the revamped brand, which break next month. The rebrand, handled by Ziggurat Brands, will highlight Wall’s heritage and aim to ‘reclaim its iconic status’.
The campaign is, however, expected to retain the strapline ‘The good old British banger’. The push will encompass TV, print and outdoor ads. It was created by BMB, which won the GBP7.5m account last November when Kerry Foods, Wall’s parent company since 1994, called a review.
