In 2001, Manor Born sausages were doing ok. They had good market share in the North Yorkshire region and the premium product was stocked by major supermarkets including 20 branches of Tescos.
But co-founders Debbie and Andrew Keeble could see that Manor Born’s out-dated look was holding the company back, limiting its appeal and failing to reach a nationwide customer base. Debbie and Andrew Keeble knew they needed good design to unlock the full potential of their business, Manor Born. But the couple had no idea how to undertake such a project cost effectively and where to find the agency with the right level of expertise and shared passion for their product.
The couple needed to find a way to capture the attention of premium buyers by updating the look of the sausages on the shelf, but with little design knowledge, they were unsure of how to go about the process.
‘It wasn’t that we didn’t recognise the importance of design,’ says Andrew. ‘We just didn’t know how to access it. Do you go to the most expensive design agency in London? And how do you know the money you spend will be worthwhile?’
Wisely, the Keebles asked around within their industry, since it was important for them to find an agency with a good understanding of the market. Several agencies were mentioned, and an Asda buyer recommended Elmwood. The Keebles research also took them to a Design Council event for SMEs, where Debbie met Elmwood Chairman Jonathan Sands.
‘After hearing Jonathan speak at this event, we recognised that he was as passionate about his business as we are about ours. That’s why we wanted to work with him.’
Complete brand overhauls do not come cheap, and Debbie applied for a grant from the North Yorkshire Regional Development Agency. Having explained the full potential of the rebranding exercise, the scale of the project, projected costs and expected return on investment, Manor Born was awarded the maximum sum of £15,000. This funding, along with further investment from the Keebles, ensured the project could go ahead without cutting corners and with the maximum potential for success.
The Keebles gave Elmwood a free rein to transform the Manor Born brand. This successful, if risky, strategy paid off when the renamed Debbie & Andrew’s sausages hit the shelves and the company’s profits soared by 57 percent in just three months. Having taken time at the outset of the rebranding project to research and identify the best design partner, the relationship between Manor Born and Elmwood continues to this day.
