Goodman Fielder is Australasia’s leading listed food company, manufacturing products in almost 60 plants in Australia, New Zealand, Papua New Guinea, Fiji and New Caledonia. (www.nabs.co.nz).
When Goodman Fielder wanted to launch their Mackenzie High Country Bread range, distinct packaging was a key in differentiating their product from the rest. The brown paper bag packaging was chosen to give that traditional bakery bread look and feel, and it became the focus point in marketing campaigns and overall brand identity.
The Mackenzie High Country Bread was a huge success with sales of the bread achieving 2.7% volume share of the packaged bread sector, well above the target of 2%. In the first 9 weeks after the launch, the brand grew from nil to sales of over 85,000 loaves per week against a target of 50,000 per week. (www.nabs.co.nz). Awards received for this launch included:
New Zealand Marketing Magazine Annual Awards - Best FMCG marketing launch of the past 12 months (2006).
Caanz Media Awards - Gold, in Best Use of Press (2006).
Just because the bread needed to look hand made, doesn't mean that it actually was! Packaging this unique bread automatically at high speed required an innovative machinery solution. rml were brought on board to take up this challenge. rml worked collaboratively with Goodman Fielder engineers to ensure the total system performed with success. rml is a market leader in machinery solutions, automation and project management. Designing and manufacturing innovative packaging machines is rml's expertise, giving clients an advantage in a competitive market place.
The rml c600 closer with state of the art machine technology, and a slice of “kiwi ingenuity”, overcame the challenge of working with paper instead of the traditional plastic bag. The eye-catching labelling applied to the bags provided three functions. Firstly, to secure the bag closed, secondly, to reinforce brand differentiation in supermarket aisles and thirdly provide a mechanism to re-seal the bag once it is opened.