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Case Study

Smurfit Kappa's ShelfSmart leads to 5.8% increased brand penetration for UK's biggest sausage brand

The challenge

  • Kerry’s existing packs did not support the Richmond brand or give the desired shopper experience.  
  • They were getting damaged in transit and were difficult to open 
  • Kerry’s customers look for high quality products crafted by people but the new improved Richmond Sausages were being let down by poor SRP packaging, lost in a sea of brown boxes on shelf
  • Kerry was looking for a new design that would give a premium feel and perform better on shelf
  • The new pack would need to stay the same size as the existing so they would still work on their production lines 
     


 

Our approach

  • We worked with Kerry’s key stakeholders at a ShelfSmart workshop, creating a virtual environment to test the SRP assets 
  • The results showed how the existing pack was not fit for purpose. It didn’t support Kerry’s marketing strategy so we worked with them to redesign the artwork to improve visibility on shelf. It was tested using our Eye See system
  • We upgraded the board grade from a test to kraftliner to improve the opening experience and increased strength for stacking and palletisation – it passed all stringent trials for both the machine and hand erect cases
     

     

     
 

The result

  • 5.8% increase in brand penetration
  • Sales growth driven by retailers
  • “ShelfSmart gave us loads of opportunities and lots of options. It has had a really positive effect” - Julie Ann Twomey, Kerry Foods