Create portfolio awareness and brand recognition beyond tomato sauce.
All Gold Tomato Sauce is a familiar favourite in every South African household. But many consumers were not aware that the brand also produces tinned tomato products, jams, pasta sauces and other condiments.
We carried the brand popularity into other products by building on the distinctive assets that have made it one of the most iconic brands in the consumer space. We drilled down into the brand’s heritage and visual equity and found a way to leverage existing elements like the red and gold colour palette and shield device to create a strong, ownable architecture that we then rolled out across all the products – simply and successfully linking the portfolio.
Increased awareness of All Gold as a player in other product lines and overall brand growth.