Agency: Robot Food
Project Type: Produced, Commercial Work
Client: Premier Foods
Location: Leeds, UK
Premier Foods wanted to create a spookier, more thrilling Cadburys Halloween experience. Robot Food brought their existing range back for the scary season with some devilishly good design.
Halloween is a prime opportunity for brands to unleash their imagination and delight consumers. In need of inspiration, Premier Foods asked Robot Food for some innovative thinking to breathe new life and seasonal taste appeal into Cadburys Halloween cake range.
Robot Food got to work on a wide range of NPD concepts and, via a series of workshops, shared their thinking with packaging engineers. This collaborative approach meant the best designs could be discussed and physically brought to life to get buy-in from retailers, who loved the ideas.
From cauldrons to witches’ broomsticks (which are flying off shelves), the standout designs take traditional Halloween paraphernalia and add gruesome colourways, a spooky tone of voice and dashes of ghoulish humour. Not only do the results strike right at the heart of Cadburys’ Joyful brand proposition, they also introduce festive touches of in-store theatre that retailers were so hungry for.
Simon Forster, Robot Food’s Creative Director, said, “Our work combines the true spirit of Halloween with lighthearted family fun, bringing a much-needed sense of unity to the range. We had a great time coming up with new format ideas and we think the designs will give everyone goosebumps. For all the right reasons.”