Client Spotlight: Making Border’s Dark Chocolate Ginger Famously Fiery
“We have enjoyed a busy 2019 at Border Biscuits with the launch of our new packaging featuring 90% less plastic, quickly followed by our eye-catching Famously Fiery campaign which has seen us invest £3.5 million in the brand.
With the longstanding No.1 selling chocolate ginger in the UK, we wanted to take advantage of the opportunity this provided to us by dialling up the flavour profile of our Famously Fiery Dark Chocolate Gingers alongside our other biscuit varieties, highlighting what the consumers love about our beautifully crafted biscuits. The increase in sales of our iconic Dark Chocolate Ginger by 38% in the last two years allowed us to use it as the vanguard of our business growth strategy.
The Famously Fiery campaign has been launched UK-wide featuring advertising, TV sponsorship and distinct content for Border’s growing online media presence. The aim through the campaign is to increase Border’s market share which is currently at 11% of all branded biscuits within the special treat category. The campaign celebrates the chocolate ginger biscuits the brand is renowned for and introduces bold, eye-catching graphics, proudly positioning the Dark Chocolate Ginger as elevating the chocolate biscuit to new levels.
For the last 35 years, the flavours in our traditional recipes have played an important role in our customers’ enjoyment of our beautifully crafted biscuits. The decision to focus on our hero biscuit, the Dark Chocolate Ginger, and our new Famously Fiery campaign reflects this. We are a growing family-owned business and we have an ambitious strategy to continue to build sales.
Another major step for us in 2019 was released in June, as we highlighted Border Biscuits’ commitment to improving the environmental impact of the business by removing 90% of plastic from the retail packaging as part of a wider investment into products and processes. The changes to packaging mean our retail packs are now largely made from recyclable cardboard as the business continues its efforts to target a significant increase in the sustainability of its products. Alongside the removal of 90% of plastic, the overall weight of the Ginger, Classic and Traditional retail packaging has been reduced by 50%. As a result, double the amount of packs fit onto a single pallet, making the transportation of products more environmentally friendly and further reducing the company’s carbon footprint saving 537 tonnes of CO2e. That equates to 895 homes improving their energy efficiency through installing better insulation as well as smarter lighting, appliances and heating systems. Consumer feedback on the 90% reduction in plastic and updated look of the new packaging has been positive with it being viewed as a more modern design for everyday occasions.
As a business, Border Biscuits is continuously looking at ways to improve our products and processes and the launch of this new packaging is the latest exciting development in that work. Innovating to reduce single-use plastic has been a key focus over the last 12 months and our new packaging means we can address the environmental concerns of our customers without compromising on the high quality of our beautifully crafted biscuits.”