Scottish family food business Mackie’s of Scotland’s has undergone its most comprehensive rebrand in 30 years as it looks to seize a larger share of the UK’s ice cream market.
The new packaging design focuses on ‘real dairy’ – the fresh dairy ingredients and taste which have helped Mackie’s become Scotland’s top-selling premium ice cream brand, and fifth-biggest-selling take home tub in the UK.
The design rebrand is to be supported by a comprehensive marketing and advertising programme, including on-pack promotions this summer and new website.
The new look will reveal a simple, modern design, with a new curved logo set over a bigger dairymaid, celebrating the brand’s farm fresh real dairy credentials.
Steve Curzon, Managing Director with Curzon Marketing, a food brand agency that works with Mackie’s, said: “The rebrand touches all aspects of the business – and is a response to the need to showcase to consumers, particularly those outside Scotland, the fundamental aspect which sets it apart from competitors – the Mackie’s real dairy difference.
“It is an exciting time of growth for the company and every step has been carefully considered with aspects evolving naturally, the use of the dairymaid retains connection to the company’s traditional farm roots, yet the new logo and design has a fresh, modern dairy feel.
“Each development was backed up with research – on what is most important to consumers and how we can help shoppers outside of Scotland understand the product and it’s USP.”
Ice cream has been made on the Mackie’s family farm in Aberdeenshire since 1986, and there have been many developments during that time. From the introduction of new flavours, to advances in environmental care to vast developments in technology on the farm – on the product line and in the cow byre.
Karin Hayhow, Marketing Director and one of three sibling owners, said: “Traditional was our first flavour and remains the most popular in our range – it’s a celebration of real dairy ice cream with no added flavouring, not even vanilla.
“That spirit is why we wanted to highlight the dairy difference and to clearly show our consumers that using whole milk and fresh cream is fundamental to creating our signature smooth, creamy taste.
“Nearly everything is made here on the family farm, from renewable energy to the ice cream and our packaging. We even make a host of our ingredients and sauces here, from honeycomb to chocolate so it’s only right that the farming heritage takes centre-stage.
“My late father, who founded the ice cream business had a favourite saying: “No Change, No Chance!” With that in mind we are really looking forward to hearing what consumers think of the new packaging and hope that it will enhance shelf impact in stores, particularly south of the border.”
Over the years the company has made 100+ flavours – some winning Scottish Food & Drink Excellence and Great Taste awards – and currently make more than 12 million litres of ice cream a year, supplying all major supermarkets in the UK and exporting their most popular flavours, Traditional and Honeycomb, to Asia.
2021 is set to be a year of innovation for the brand as Mackie’s prepares to release a new flavour of ice cream in the coming months, and the installation of an exemplar Low Carbon Refrigeration facility is well underway.