Britain’s best-selling branded wholecake, Jamaica Ginger Cake from McVities, has undergone its first brand revamp in over 10 years. Brand specialists, Brandhouse were engaged to develop the strategy that will help to reinvigorate the brand.Whilst Jamaica Ginger Cake has been enjoying significant growth in its sector, it was felt that the time was right to refresh it and introduce the brand to new consumers. Therefore Brandhouse was drafted in to help re-evaluate the packaging as the key consumer communication vehicle at point-of-purchase. Brandhouse’s brief was to identify what consumers love about the cake and how that could manifest itself through its packaging to stand out in a cluttered space and attract new customers.

Research has shown that the cake is loved by people that take real comfort from that tea-time moment or by taking a break with a cup of tea and a treat they know they can trust to evoke warm memories. The recession in the UK has changed consumers associations with brands and there is much more demand for products that are traditional, wholesome and make people feel safe and nostalgic.

Crispin Reed, managing director with Brandhouse said, “Nostalgia is a powerful emotion.  The heritage and origins of the brand also create strong associations and motivations for consumers.  We understood that we need to harness this emotion through subtly changing the appeal of this much loved product.”

The new designs feature a tropical paradise theme, redolent of the roots of the brand, in warm red and brown colours as well as a new and bolder typeface, all of which will help the product to really stand out on the shelf. Adam Shinwell, Jamaica Ginger Cake senior brand manager with McVities commented, “It’s really a much-loved product.  We have been working with Brandhouse to bring out the spicy heritage.”

The new brand identity will be available through major multiple grocery retailers from mid-summer 2011.