At a glittering awards ceremony in London on the 12th June 2019, Cruga Biltong picked up a Gold Award at the Design Effectiveness Awards for their recent re-branding work completed by branding agency Pearlfisher.
The brief to the redesign was that Pearlfisher needed to deliver an inspiring strategic and creative direction for Cruga Biltong that solidified the brand’s premium position. The new “Authentically African” positioning brings a true appreciation of meat boldly to the fore, and the design captures the artisanal, expert process of making biltong.
Despite a raft of new competitors that entered the market since the redesign, Cruga Biltong has achieved outstanding results against its objectives.
James Newitt, CEO, Meatsnacks Group comments ‘Last night’s win is a culmination of the dedication and work of my team and the team at Pearlfisher to create branding for Cruga Biltong that really reflects the authentic nature of the product and communicate this to the consumer. Cruga Biltong is enjoying growth in the market and the design will allow us to build on this growth with retailers.’
Cruga Biltong is enjoying growth in the market and the bold design gives great stand out especially in convenience and impulse categories. Market share jumped from 18% to 40% in the first 28 weeks after launch in 2018. And with value and volume sales up 161% and 173% respectively. Now the brand is using the growth to raise awareness for Save the Rhino International and donating a min 1p per pack throughout 2019 to the cause.