Following on from the creation of a new brand purpose and new visual identity for Lamb Weston’s global business, WMH was asked to introduce the new branding across its range of consumer potato products in the Middle East Market.
In 2004-2005 Lamb Weston launched its Foodservice products in the Middle East retail sector to everyday consumers, though keeping the same identity which it had used for its Foodservice business customers. The business has been growing steadily in the region. With top of mind awareness in both Foodservice market and Retail channels.
In July this year, WMH helped Lamb Weston relaunch its new global identity and positioning: to be the most inventive potato company in the world; a business that is always asking ‘What’s next?’; seeing possibilities in everything they do. Through the design, WMH maintained the famous signature marque which was gently refined, with the significant addition of the ellipses symbolizing potatoes and the infinite possibilities they represent for Lamb Weston.
WMH’s task for the Middle East market was to develop a communications campaign using the new tagline of ‘Seeing Possibilities’ as well as the new identity to raise awareness and create genuine excitement and fun to consumers around this relaunch.
Using the inventive potato shaped ellipses, the range’s relaunch was brought to life across floor stickers, danglers, freezer dressing, other in-store communications and delivery trucks. Visually stimulating, the inventive ellipses are shown as containers for Lamb Weston’s line of frozen potato products, smiling faces, parachutes, crazy hair. Fries that literally surprise and represent a fun brand with an inventive heart.
Fadi Ayloush Brand Manager Retail ME, at Lamb Weston / Meijer said:
“Working with WMH was a great opportunity to establish a strong, creative business partnership. We felt there was sincere interest to work with us on building and creating a brand story for Lamb Weston® that would drive the Frozen Potato Category. This captures the essence of Lamb Weston’s approach – always moving forward with inventive solutions for improving its customer’s business”.