Cauldron, the UK’s No.1 plant-based protein brand (chilled sector), is relaunching to appeal to a younger target audience. Cauldron, which has been producing wholesome and delicious vegan and vegetarian food for nearly 40 years has a fresh new look, new brand campaign, new target audience and new products to fuel ambitious 2019 growth targets.
The new brand identity, developed in partnership with design studio, Something More, combines the authenticity and heritage of the existing brand with a fresh modern design that celebrates great ingredients and great food.
Liz Griffin, UK innovation manager Cauldron & Quorn, explains: “The appetite appeal through unique modern and relaxed foodie photography will set us apart in the category and resonate with a younger consumer.”
Simon Morrow, partner at Something More, added: “The team at Cauldron really value honest collaboration within a close-knit team – completely trusting us to bring clarity to the brand. This made the brand deliciously single-minded. We’re proud that Cauldon has fully embraced a creative culture where Cauldron, Something More and Parallax can get around a table and just do great stuff together.”
The new brand campaign, Discover Cauldron Inspiration Everyday, invites foodies to get creative with Cauldron Ingredients from weekend meals cooked from scratch, to quick and easy work-day dinners. Plus, two new 2019 product launches, will continue to inspire foodie creativity with exciting new flavours.
To activate the new brand campaign, Cauldron joined with digital marketing agency, Parallax. They developed a brand book to align communication across all platforms and a digital and content strategy to reach a younger target audience highlighting the four key products: Organic Tofu, Organic Marinated Tofu , Middle Eastern Falafels and Vegetarian Sausages.
Tom Faller, director at Parallax, added: “The packaging design created by Something More was brilliant, and gave us an exciting but challenging base to expand upon digitally. The website needed to be an extension of the brand; a place that married both online and offline presences. The design team at Parallax have done a fantastic job in combining the two.”