messaging
Messaging hierarchy
There are lots of reasons to talk about our leaves, but these are the areas we concentrate our communications around most. It’s fine to focus on one thing at a time, but do strive for a good balance overall.
When introducing the brand to new people in new places, always think “fresher in y’fridge” first.
In more detail
THE FRESHEST, TASTIEST, LONGEST-LASTING LEAVES (QUALITY)
What subjects could sit under this?
What kinds of leaves we grow, how we grow, what freshness and quality means, cleanliness of leaves (ready to eat), health etc.
MORE MONEY IN THEIR POCKET (AFFORDABILITY)
What subjects could sit under this?
Product usage and recipe inspiration, versatility of our leaves, value for money, democratisation of good, healthy food etc.
CREATE LESS WASTE (RESPONSIBILITY)
What subjects could sit under this?
About our farm (Pepperness), vertical farming and the future, facts and figures (e.g. how much salad is wasted every year), responsibility as a business etc.
A BETTER FUTURE FOR THE PLANET (SUSTAINABILITY)
What subjects could sit under this?
The advantages of UK grown leaves (e.g. less food miles, transportation costs, carbon), renewable energy, promoting growing that’s free of nasties and better for the environment etc.
On pack messaging - key lines
Key information that must always be included.
CLAIM #2
Communicates our
clean credentials.
BRAND STORY
A short ‘about us’ that sums up our ethos and
reassures shoppers that, by picking our salad,
they’ll be getting more value.
FLAVOUR
INDICATOR
A one word descriptor
that helps people
understand what the
leaves taste like.
QR Code
A scannable code
that directs people
to our website, so
they can find out
more about our
lovely leaves.
KEY CLAIM
Calls attention to the extraordinary extended shelf-life of our leaves and encourages people to choose us over others.
