Filthy Food Company is a start-up brand launched in November 2007 to sell a range of ‘indulgent’ chilled desserts.
Filthy managing director Simon Smith knew he wanted to launch a new food product, but wanted help to identify a gap in the market and develop a strong brand completely from scratch.
The brand needed to receive a positive reaction from the supermarkets, as well as appeal to consumers. Because it was new to market it had to stand out strongly against competitors. Lacking sufficient money for a major advertising campaign, the product also had to be designed to grow through word of mouth and public relations.
Elmwood and Simon Smith worked through the new product development process together, from initial research to branding, packaging, the website and public relations material. The whole concept was built around ideas of naughty, indulgent behaviour.
‘I wanted to work through the brand creation together with Elmwood and I used them holistically throughout the whole project because they were so engaged in it. This was a very effective way of doing it and it’s flown from day one.’