New campaign by Braincells reinforces The British Sausage Company’s local credentials
Braincells has launched a campaign to to re-position and rejuvenate The British Sausage Co. as an iconic Western Australian brand.
Despite misconceptions relating to its name, The British Sausage Co. is a family-owned, Western Australian company founded in 1991 by Mick Ferrero, who was then a newly arrived British immigrant and third generation butcher.
“When I first arrived in Western Australia, I wanted to surprise my expat friends by using some of my family’s recipes that had been handed down over generations with the finest 100% Australian meat to create a great sausage in the English tradition,” Ferrero explained.
Today, The British Sausage Company makes over 23 different varieties of sausages from their state-of-the-art factory in Bibra Lake. British Sausage Co. has a successful history in distributing to Coles, Woolworths and the independents across Western Australia plus selected outlets in the Eastern States. However, increasing competition from ‘home brands’ and identification that consumers were not clear about the provenance of British Sausages has led to a recent rejuvenation of the brand’s identity.
braincells Managing Partner, Jeff Champtaloup said: “After completing a strategic brand positioning process, we identified an opportunity for competitive differentiation around authenticity and product quality. Essentially, this has involved reinforcing the brand’s credentials in sausage making combined with using the best of Australian ingredients. The line ‘Australian made, the British way’ was created to encapsulate this positioning and the overall brand identity was evolved to include both the British and Australian flags.”
To express the authenticity of the brand, braincells created new packaging that incorporates a brand narrative and an accompanying image recreating Ferrero’s role as a Saturday Delivery Boy in the family business at the age of 15. Alongside the new packaging, braincells produced a television commercial that uses stop frame animation set to a ballad. The commercial brings the story of Mick Ferrero and the birth of The British Sausage Co. in Australia to life. The animation was done by Canberra-based studio Eye Candy, set to music by Andrew Wright from Soundbyte.
“The television is supported by mobile outdoor, with the semi-trailers that deliver British Sausage Co. sausages around Perth turned into a fleet of poster sites,” said Champtaloup. “A new website was also designed to reflect the layered look and feel of the TVC. With summer, cricket and barbeques being inextricably linked, the TVC media buy concentrated on the Big Bash coverage to maximise the client’s spend.”
“Our new positioning really tells our story, it’s a great reflection of our journey as a family and a business,” said Ferrero. “I’m really proud of what we’ve achieved in Western Australia and how our brand has been embraced – not only by our expat friends, but Western Australians’ more generally. Based on the response to our new positioning to date, the future of our brand is looking very exciting.”
4 Comments
Nice work guys!
British sausages are on the expensive side right for sausages? . I think this ad misses the mark on many levels but mostly execution. It wouldn’t make any one want to buy the product any more than they do now.
I would have to disagree with “Snagged” on this one. I feel this ad is everything I would want to see about a sausage company. It merges the two cultures together and tells a story. Makes me want to purchase them!
I am not sure if i clearly missed part of the brief that you may have been privy to, but i think the creative has tried making this a nursery rhyme as opposed to breaking down the biggest barrier – that being they aren’t a pommy co! What difference is this sausage to the average Australian sausage? Not the worst ad anyway .