Holland’s traditional recipe is a well-kept secret, using only the finest ingredients and passed down from generation to generation.
But it’s no secret that Holland's Pies are loved by millions! This is exactly why they felt a redesign was necessary, to remind old customers of the brilliance of Holland’s Pies and to entice new customers to see what all the fuss is about.
Holland’s Pies Facts
- Due to the pandemic, the average number of meal occasions in the home grew from 5.2 billion to 7.1 billion in April 2020.
- In the past 12 months, Holland’s Pies has seen an increase of retail sales of 14.6% in totality across chilled and frozen pies.
- Sales of the classic potato and meat pie flavour are up by 25.6%
Holland’s Pies Business Goals
- Align the packaging with the psychology of their consumers
- Optimise in-store standout, along with product appeal and desirability
Where we fit in
Adcock solutions were appointed to provide Holland's pies with a range of psychological and behavioural science expertise. Through this offering design concepts were able to be viewed through the lens of a consumer, more specifically from the mind of the shopper.
“We followed every word of your advice to the letter so the outcome is all you!! So far sales have gone brilliantly!” - Emma Wilson, Category Manager
The process
In our first workshop with the client we looked at the existing designs of their packaging and cross-referenced them with more than 1,200 other specific psychological aspects of other designs. The psychological aspects we assessed were those that are known to have an influence on shoppers decision making and consumer appeal.
After a number of different design options and iterations, we were able to pinpoint the optimal communication on the packaging. We considered all aspects, from colours and imagery, to copy and content style.
The end result has a far more premium feel and much more psychological appeal; the hot pie makes mouths water, the image position entices shoppers to pick up the fork and dig in, and the large ‘2’ screams value for money on portion size.
The results
Holland’s pies have now completed the process and their brand new packaging can be seen on the Twin Pack Steak & Gravy and Chicken & Gravy pies that are now available in Tesco stores nationwide.
