redroute agency - old product development


Our people

Steven Cooper Managing Director

25 years brand advertising experience at Publicis, JWT, McCann-Erickson Worldwide and TBWA

Frank Brady Director

Over 20 yearrs international marketing experience working across a wide range of sectors including Telecoms, IT and financial services.

Matt Percival Creative Director

25 years brand creativity experience around the world at Interbrand

Martin Smith Chairman

35 years brand experience, a founder and MD of BBH and Chairman of their non-advertising division & ex-CEO of Grey

Dan Davies Planning Director

25 years brand planning experience at Publicis, Lowes, O&M, DDB and Saatchi’s


London officeCreative Account/ Project management; Strategic Planning

Our offer

Brand strategy. Brand research. Brand creation.

Above the line advertising. Design. Online Comms. Web Build. Social media. Direct marketing. Print production. Television and video production. P.O.S. & Collateral.

Marketing partners

OMD Global media planning & buying group.Chameleon London PRCity Press, Manchester PRRainmakers Research

Sheffield office

Design Artwork Web build Online comms Production Digital & litho print


ConsumerProperty

Charity Business

Active clients


What is RedRoute?

Not defined by what we are... But by what we do...

Whatever it takes to Drive Brands...

STRATEGIC AGENCY

AD AGENCY DESIGN

AGENCYDIGITAL AGENCY

DM AGENCY

EVENT AGENCY


Driven by history

The brand’s relationship with its market over time must never be forgotten: like people, a brand may age but much of its personality remains

constant over time

THE REDROUTE IS…


Driven by experience

Media may change but the reasons for using them do not – strategic insight and

consistency of delivery are still the essence of a great campaign

Driven by history


constant over time

THE REDROUTE IS…





Driven by history


constant over time

Driven by opportunity

There are always many opportunities to reconnect – or to connect more effectively –

a brand to its consumers

THE REDROUTE IS…


A single essential truth about how the brand fulfils an emotional need of its target market




Driven by history


constant over time.

Driven by opportunity

There are always many opportunities to reconnect – or to connect more effectively –

a brand to its consumers

Driven by truthTHE REDROUTE IS…


The best brand communications are always based on:

Simple brand truths

About the benefit they deliver to their market

Brought alive emotionally

THE REDROUTE IS…


The best brand communications are always based on:

Simple brand truths

About the benefit they deliver to their market

Brought alive emotionally

Based on product demonstrations

THE REDROUTE IS…


Even historic ‘lifestyle’ brands used product demonstration...

Heineken = RefreshmentVW = Reliability

Levi’s = Definitive cool Boddingtons = Creamy texture


...as do successful, more contemporary brands.Compare the Market.com =

Ease of use (simples!)

Lynx = Makes anyone desirable

Tesco = Delivers best value


Too many great brand campaigns deviate from their original targets due to

Commercial tactics

Economic pressure

Creative peccadilloesTHE REDROUTE IS…



Commercial tactics

Economic pressure

Creative peccadilloesTHE REDROUTE IS…

To avoid this, an agency needs ‘grip’: an ability to return continually to the original road map for the brand...

the RedRoute



Commercial tactics

Economic pressure

Creative peccadilloes

Handled with ‘grip’

THE REDROUTE IS…

To avoid this, an agency needs ‘grip’: an ability to return continually to the original road map for the brand...

the RedRoute


THE REDROUTE IS…


THE REDROUTE IS…

Driven by truth


THE REDROUTE IS…

Product demonstration

Driven by truth


THE REDROUTE IS…



Driven by truth


We drive brands

THE REDROUTE IS…



Driven by truth


At RedRoute, we enjoy driving...

New brands

The excitement of the launch

Current brands

Feeling the pulse of the consumer and expressing the brand’s personality to make it race!

But most of all...

... Old Product Development

Old brands

• Especially involving

• Taking an historic, often dormant brand and reinterpreting it to be relevant to 2011’s consumers


New Marketing for Old...

In a tough economic environment, smart marketers are often looking to the past to invent their future.

OPD




During the ‘good times’ as businesses merged and ‘big brands’ took over, many much-loved brands slipped off the shelves and into obscurity.

OPD




During the ‘good times’ as businesses merged and ‘big brands’ took over, many much-loved brands slipped off the shelves and into obscurity.

But an aging population of consumers remember those brands – and recall them with affectionate nostalgia.

OPD


OPD: The RedRoute approach

Back to basics – Ten key questions

1) Analyse the brand’s history – where does it come from?

2) Analyse its marketing record – how was it sold?

3) Analyse its core market – why did they buy it?

4) Research the brand’s status – how remembered is it?

5) How might an equivalent market respond to it now?

6) How might other markets might respond to it now?

7) Rejuvenate the brand – what is its modern proposition?

8) Develop creativity from that proposition – what is its ‘voice’?

9) Develop this for pack/shelf/advertising – how does it look?

10) Research the ‘New Old Brand’ – what is the likely ROI?


OPD in action


The context: a high street master butcher who didn’t evolve to meet the threat of supermarkets and became extinct. The task: translate this ex-retail brand to an FMCG brand. Be true to the original: For 70 years it helped housewives – to serve fresh, quality meat, to provide a more balanced and nutritional diet, and to find more adventurous ways for them to serve food. The core brand truth: The family butcher and the housewives friend.


The opportunity: Re-express this core truth relevantly to today. And bring the traditional master butcher to the supermarket in a way own brand couldn’t. The branding stayed true to the original: mass-market, the quality and cuts of a master butcher; the little touches of difference that make for a bit of adventure, nutritionally balanced, affordable, and, unmistakably Dewhurst. An entire range of products built around meat and meat-related products that would fuel a sustainable direction for the brand and offer far greater and longer-term commercial opportunities.


The opportunity: Create a truly non-conformist whisky brand aimed at non-stereotypical whisky drinkers – a lifestyle brand as much as a whisky brand.

The context: a 200 year-old Scottish whisky brand with no brand stock.

The task: Take an historic, dormant brand and re-interpret so as to connect a 19th Century whisky with a target audience in its late twenties.

Driving the truth: 200 years of being unconventional. From the moment Glen Rossie was created with a 90% malt content - which flew in the face of the norm and signaled it as a disruptive brand – to the present day and its rock and roll owner: Francis Rossi.

The core brand truth:

The Maverick Spirit


The branding is a pure product demonstration of the emotional benefit of the brand – rebellion. We built the brand around:

Whisky Punk: Tapping into the spirit of rock and roll and its intimate relationship with whisky – we squared the conundrum the target drinker feels – wanting to drink whisky but not wanting to signal they’re conforming to a life stage. The brand will be driven by its packaging and advertising, so we created packaging that deliberately challenged the conventions. And we created a multi-staged campaign that drove the long-term advertising direction for the brand.

NEVER ACCEPT THE STATUS QUO THE

MAVERICK SPIRIT

REbElREbEl

yOUR fACE IS A

MESSTHE MAVERICK

SPIRIT

All wE ASK IS DRINK RESPONSIbly

IT

THE MAVERICK

SPIRIT

HEy bAbE,TAKE A wAlK ON THE wIlD SIDE.

THE MAVERICK SPIRIT

I’M THE TyPE Of gUy wHO’ll NEVER SETTlE DOwN.

THE MAVERICK

SPIRIT


The context: an online payment business, two years old, but having to constantly react to an eternally dynamic market.

The task: To evolve the brand to maintain its momentum, whilst being true to the Sage Pay brand.

Driving the truth: The lifeblood of online commerce, Sage Pay has created products services and solutions that deliver business continuity.

The core brand truth: Keeping Business Going.

The opportunity: Place the brand as the answer for a business world shaped by whiplash change, fleeting advantage, omnipotent customers & technological disruptions - a mobile, connected, interactive and immediate world. …by positioning Sage Pay as single-minded, uncompromising and somewhat obsessive in its pursuit of customer’s business.


The branding is a pure demonstration of the brand promise:

Business non-stop. The identity and branding device builds Sage Pay as the beating heart of online business – creating the lifeblood and genuinely caring for customers – the heart has become the central branding device. We have created advertising that gives Sage a unique voice – and demonstrated the delivery of Business non-stop through their products and services in an emotionally engaging manner. And because the market will not get any less dynamic and Sage Pay has aggressive business targets, we have created branding and communications that can grow with the brand as it continues its rapid growth trajectory.


The context: a global leader in IT networking, driven by the consumer market but wanting to emerge in the b2b space. The task: Create a strong technology brand. Driving the truth: D-Link was seen to live at the periphery of the market, as a poor relation brand that was prisoner to a price point with a limited range and low salience. The reality is that it operated at the centre of the network – offering complete connectivity, driving evolved networks and minimising cost and maximising RoI. The core brand truth:

The Network Core

The opportunity: to take D-Link from existing at the periphery to operating at the core of business…driven by the growing importance of the network - from the thing that connected stuff to a critical driver of the business.


The branding was pure product demonstration of the fact that D-Link was at the centre of the new network that drove business needs. It graphically brought the heart of the network to life, communicated the breadth of the D-Link products and solutions, and, demonstrated that D-Link inter-links to benefit businesses. …the impression is that the brand is at the centre of everything and the critical point of convergence. We developed advertising that created the voice of a business-technology brand: D-Link talked to the pressures and strains the target audiences face daily. The emerging campaign bridged a variety of business decision makers as well as channel partners – as well as many European markets where the brand’s power and the market dynamics differed.


The context: a toweling nappy brand struggling for a place in a market overwhelmingly dominated by Huggies and Pampers.

The task: create a market and a positioning for the Zorbit and product range.

Driving the truth: Zorbit went way beyond nappies to the fabric and its ability to blend powerful absorbancy with absolute softness and gentleness. It fulfilled the most fundamental need of motherhood – to protect and to care – for 5 generations…providing a strong history and experience.

The core brand truth: The fabric of family Life


The opportunity: Carve a position in the nappy market around modern fabric technology and a history of mother and baby care. And evolve this positioning into mother and baby products.

The branding captured the essence of the Zorbit brand: powerful care and blended the modern, fresh and contemporary with the strength, comfort and assurance of the old. The result was a retro-brand with real authenticity. The fabric, care and protection positioning is enabling us to spawn an entire new product range is now being created for the brand – encapsulating baby ware as well as toweling. Zorbit now has a road map that is true to its origins and ensures it doesn’t have to deviate to absorb short-term commercial tactics or economic pressures.


The context: A Yorkshire pie maker with a 220 year-old tradition that was failing to realise its business potential. The task: Help it achieve aggressive growth targets. Driving the truth: Denby Dale went way beyond a Yorkshire pie, baked to a 220 year-old recipe. It was built on a passion for authentic, wholesome traditional food; a commitment to unearth the best local and classical recipes; a refusal to ever mass produce; and a fanaticism about only using the best natural ingredients that were then jam-packed into their food. …not to mention a Yorkshire love of food. The core brand truth:

Honest to Goodness Food.

The opportunity: Build a brand around the core values, that could be extended into other types of pies, into related food sectors and beyond into deserts. And in doing so create the opportunity to increase distribution from regional to national.

Our coloursOur core palette of colours heralds from our homeland and all the qualities and values that represents for our brand.

When it comes to defining and segmenting our product ranges, we look no further than the colours that represent all the natural goodness that they contain.

Should we need to create further distinction within product ranges, a spectrum of stnger accent colours are there to help.

Core colours

Range colours

supplementary colours

Our visual languageProvenanceOur food comes from wonderful places and we believe it’s important to show where the goodness of our produce comes from. Part of our distinctive visual language is to display the provenance of our ingredients, wherever that may be. This is an important benchmark for our customers and lets them know that we’re as good as our word.

Home-made goodnessWhat makes our food so mouth-watering is it’s home-made quality and wholesomeness. So why not celebrate it and show our customers just how great it is. Our frozen foods should display images that show quite how exceptional they are and leave no doubt as to the contents, the craft, individuality and care that has gone into their production, and how delicious they are to eat.

As much as we distinguish our products with beautiful photography, for fresh foods we should minimise our packaging and take great pride in displaying the real goods.

Where we’ve come from...

* Local & hand-made * Regional distribution * A 220 year old tradition * The special occasion pie * The heart of the Yorkshire pie * An award-winning recipe

All the ingredients for growth...Increased sales volumes

from existing regional & national distribution

From a pie focus to a food focus, and from a a single market company

to a brand.

An extended pie range, beyond frozen, mainstream pies to fresh, fruit, pork and ultimately convenience pies

An expanded food portfolio

Aggressive distribution growth, locally, regionally and nationally.

Our tone of voice

Authentic & Sincere

No Nonsense Quality without

compromise

Fresh

Passionate about food Proud of our

roots


The branding captured the heart of what the brand stood for; the love of the land; the brand’s ‘Yorkshireness’ and its dedication to simple, good quality, natural food. RedRoute also redesigned the packaging to display the real goods. And we created a visual language dedicated to the food – rich with photography that shows the wonderful places and highlights just where the goodness of the Denby Dale produce comes from. With photography that emphasises home-made quality and wholesomeness. And a colour palette chosen for each product to represent all the natural goodness that they contain. The branding coupled with the product extensions we identified have created a very clear direction for the brand and a road map that ensures Denby Dale continues to deliver its core truth - and can adapt and grow whilst still staying true to its original road map.

®

PORKLEEK & CHIVE

SAUSAGESPrime cuts of British Beef braised to a

traditional recipe in a rich mouth watering

WEIGHT

360g eBEST BEFORE: DISPLAY UNTIL:

DenbyYORKSHIRE SAUSAGES

Dale

Honest to Goodness

®

®

PORK &BRAMLEY APPLE

SAUSAGESPrime cuts of British Beef braised to a

traditional recipe in a rich mouth watering

WEIGHT


DenbyYORKSHIRE SAUSAGES

Dale

Honest to Goodness

®

®

BEEF & POTATO PASTY

Prime cuts of British Beef braised to a traditional recipe in a rich mouth watering

WEIGHT


DenbyCORNISH PASTIES

Dale

Honest to Goodness

®

...and beyond

®

WEIGHT

360g eBEST BEFORE: SEE FLAP

KEEP FROZEN

FRUIT PIES

DenbyDale

Honest to Goodness

®

BLACKBERRY& APPLE PIE

®

WEIGHT

360g eBEST BEFORE: SEE FLAP

KEEP FROZEN


FRUIT PIES

DenbyDale

Honest to Goodness

®

PLUMPIE



The context: A 110 year old football brand - the name could have been an anagram of Goal!

The task: Our task is to build on the heritage and history of the brand and make it relevant in today’s cluttered and very competitive sports marketplace.

The brand has been endorsed by some of the most famous sports and rock stars, including Noel Gallagher, Sir Alf Ramsey... even Roy of the Rovers.

It was the footballers choice of boots and latterly the sports persons choice of footwear, whatever the sport from rugby and football to shot putt and boxing!

Driving the truth and creating a new opportunity: We are currently developing the core brand proposition that will allow the brand to be true to where it came from, whilst allowing the brand to expand into other areasof sportswear and sports merchandise – making it ‘the’ cool sports brand of choice.

WWW.GOLA.CO.UK


The RedRoute challenge…

We are confident in our ability to change the future of a brand.

And we are happy to put that confidence to the test…


The RedRoute challenge…

Do you instinctively feel there is latent awareness and affection for a brand you own but haven’t supported for some time?

Try test driving RedRoute!

We shall start by asking the first Seven of our Ten Key Questions and present you with an analysis of what we believe needs to be done to revive the brand’s fortunes.


Test driving RedRoute…

Back to basics – Ten key questions

1) Analyse the brand’s history – where does it come from?

2) Analyse its marketing record – how was it sold?

3) Analyse its core market – why did they buy it?

4) Research the brand’s status – how remembered is it?

5) How might an equivalent market respond to it now?

6) How might other markets might respond to it now?

7) Rejuvenate the brand – what is its modern proposition?

8) Develop creativity from that proposition – what is its ‘voice’?

9) Develop this for pack/shelf/advertising – how does it look?

10) Research the ‘New Old Brand’ – what is the likely ROI?


Test driving RedRoute…

If you don’t,

you can drive away owing nothing

If you agree,

we are appointed under contract

next exit


“In this bright future you can’t forget your past” Bob Marley