CLIENT: CHILTERN SNACKS
With a glut of posh crisps being launched onto the market, we spotted an opportunity for a more ‘personality’ led brand to complement the occasions when they are eaten – with your mates down at the pub or maybe in the park at lunchtime. As a small distributor, our client’s budget was tight, so we needed to ensure our brand punched above its weight in a sea of sameness.
Alongside the initial launch into premium bars and delis the brand now has national distribution including Tesco and Asda. Salty Dog was made the brand of choice for British Airways, giving it fantastic global brand awareness, on the back of which it secured a US deal with Starbucks. Since the initial launch the brand has launched into 2 new categories including Gluten Free Darling Spuds, Popcorn and Nuts. Salty Dog is now listed as a Top 100 Cool brand, and finally Dave our client is a very happy and wealthy entrepreneur!
Haines McGregor were fantastic in helping to develop an engaging positioning, personality and pack design for Salty Dog crisps. As a budding entrepreneur it was important I could work with a creative and flexible team, able to work to tight deadlines and budgets!
HMc worked seamlessly with me to develop the brand, which blends a great product with fun engaging branding. Since launch in 2003 Salty Dog has gone from strength to strength, reaching a turnover of £3m, and our funky bags are a big part of this success!
Dave Willis, Co-Founder Salty Dog
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