We’ve worked closely with Fenmarc, one of the UK’s leading prepared vegetable producers, several times over the last few years, including updating their brand and building a new website.
Back in April 2023 Fenmarc gave us a unique opportunity to help them reposition prepared vegetables, with a conceptual experience for meetings with major retailers.
Their insight showed shoppers were more closely watching their grocery spend, whole head veg was fast becoming a more popular choice and at the same time prepared veg was losing spend to ready meals as shoppers were looking for one meal, one spend solutions.
With ready meals typically seen as highly processed and unhealthy and with a significant increase in the number of shoppers looking for a natural, delicious, veg-focused meal there was an opportunity to create a prepared veg product to give shoppers what they were looking for.
After a detailed competitor analysis alongside the latest market research we developed three conceptual ranges, with POS and branded merchandise to create an experience to support conversations with the senior executives, and then in January 2024 we got the call to say that one of the concepts was given the go ahead and VEG TABLE was born.
VEG TABLE is on a mission to bring great tasting veg-based dishes to every table in the UK. Fenmarc combined their passion for fresh veg with big, bold flavours from around the world and created a delicious range of carefully balanced raw veg dishes that you can simply pop in the oven.
Our strategy for VEG TABLE centred on developing a bold and modern brand identity that conveyed freshness and healthiness. We created a brand logo using playful yet clean typography, and the colour palette features vibrant, earthy tones that reflect the natural ingredients of the meals and helps shoppers to easily differentiate the products.
We arranged and art directed specialist food and lifestyle photography to bring the products to life, and coordinated with print and packaging specialists to ensure the final product complied with all regulations.
To support the launch of VEG TABLE we developed a marketing campaign, identifying and collaborating with influencers to showcase their experience with the meals to their audiences. Alongside this we are delivering paid and organic social media, with eye-catching visuals aimed at increasing awareness, building community and driving traffic to the new microsite.
