It was an honour to attend the 2018 DBA Design Effectiveness Awards. The DEA's recognise wide-ranging examples of design that have had a tangible and measurable impact upon business success.
We were awarded a Gold for our work on the Vitalite rebrand and a Bronze for our work on the brand creation of McCain's new Shake Shake Fries range, drawing focus on the design's strategic and commercial value to the businesses.
The dairy-free market was on the up, but Vitalite had lost its position as the best-selling dairy-free spread to a competitor. There was huge opportunity for Vitalite to grow, but it needed to shake off the perception of simply being a sunflower spread to become a credible dairy-free alternative. The rebrand has been a huge success allowing Vitalite to take back the number one spot and to expand their portfolio. McCain were entering the chilled potato market for the first time with new concept Shake Shake Fries. To ensure success in this new space, the Shake Shake Fries packaging had to drive distinctiveness from competitors, whilst also delivering a format that would be unique and functional. Shake Shake Fries have successfully engaged a new audience, elevating and differentiating the McCain brand. This product has driven 58% of category value growth since its launch, selling over 2.7 million units, with £4.5 million in value sales. These Awards celebrate what's possible when design and business come together in true partnership and are able to provide powerful evidence that design thinking combined with business acuity can bring about the right conditions for business transformation to occur.
BrandOpus are proud to be among the most awarded agencies at the DEAs.
You can see all the winning entries here.