White's Oats rebrands to drive sales faster in core markets

White's Oats has made significant investment in the repositioning and packaging re-design of its range of porridge oats and oat based cereals, which will see the brand develop further business in its core markets of Great Britain and Republic of Ireland.

White's, based in Tandragee, county Armagh appointed Pearlfisher, a leading London design agency to create a new and contemporary brand identity that will help differentiate White's products on the shelves of grocery retail outlets.

The brand repositioning will be supported by an integrated marketing campaign comprising TV, outdoor, print, online and in-store to showcase the new brand identity.

Danielle McBride, brand manager at White's Oats, says: ''By exploring our history and heritage we have developed a strong brand essence that will strengthen our market position in the GB and Irish markets, and offer substantial growth potential for our range of oat products.

"Research continues to show that oats and particularly porridge is a natural, healthy and nutritious breakfast choice. Our new brand proposition and design identity places the oat at the very heart of the design, allowing it to become the focal point of communication with customers. It builds on our heritage and provenance and brings a strong mark of trust to the White's brand."

Jenny Dean, Pearlfisher's senior strategist, adds: ''The new brand message, 'White's takes the time so you can make the most of yours' recognises the active attitude of oat eaters and is brought to life through three distinctive portfolio pillars- Time to Make, Time to Taste, Time to Get Going- brining meaning to White's product range relative to both the master brand and consumer behaviour.

"The new brand positioning and portfolio architecture builds on White's authenticity and quality credentials while leaving space to expand with on-going innovation.''

A market leading brand within the Northern Ireland retail sector, White's recently announced a £2 million investment in its processing capabilities, marketing and people. It has an award winning track record in producing great tasting porridge oats and oat cereals and this has been acknowledged by the numerous Great Taste Awards received from the Guild of Fine Food.