To try them is to love them

Once consumers had bitten into a Nairn’s oat biscuit, they truly loved them. The problem was that they weren’t being tempted to give them a try. The packs just didn’t sing out about how scrumptious they were. Even with oats becoming a real celebrity ingredient in the food aisles, they were going un-noticed on the supermarket shelves, the secret of their deliciousness undiscovered.

Show us your flavour

It was time to shout loud about the great taste inside every pack. Each of the four varieties had to go head-to-head with rivals in the treat stakes. They needed to speak up about their strong, rich flavours and appear less of a healthy, but bland choice. No longer the sweet, shy little sister of the traditional oatcake, used as base for a snack with other ingredients, they needed to stand up for themselves. We redesigned the packs to talk about depth of flavour and natural energy, using darker, richer colours and vibrant ingredient shots. Wholesome became tempting, worthy became indulgently premium, but still with the important link to the company’s 100 year oat baking tradition.

A star in the making

In their enticing new packaging, Nairn’s Oat Biscuits have been stepping off the shelves of supermarkets and health food stores in the UK since the summer of 2011 – no longer just good, but truly gorgeous.