Mother Meg’s Fine Foods – Gifting Range 2011
Achieving the Best Sell-through Ever
Based in Queensland’s lush Darling Downs, Mothers Meg’s Fine Foods is dedicated to the art of home style baking using high quality, traditional baking ingredients – real butter, real eggs, real sugar. Nurtured with the passion, dedication and vision of its owners, the brand has been unstoppable, and today tells an enviable success story. Its range of quality products are now available globally through quality, gourmet produce stores and major retailers such as Myer, David Jones (Australia), Harvey Nichols (UK), Raffles (Singapore), and major corporates like Qantas.
For their 2011 gifting range, Mother Meg’s provided Lloyd Grey Design an open brief, confident that we would come up with the goods. Our brief was simply to increase sales, grow global market share and appeal across cultures achieving sales throughout the year – not just traditional times of celebration.
The 2011 “Thank you for your Beautiful Heart” Seasonal Range celebrates the simple gesture of saying thank you for being so special. To bring this to life we conceived a series of narratives to capture the ‘thank you’ scenarios and stories. These were reflected through hand drawn typography, painstakingly hand-crafted to integrate with and showcase the quirky illustrations.
Despite a particularly tough 2011/2012 retail environment, the gifting range has significantly contributed to Mother Meg’s achieving their best sell-through figures ever with major Australian retailers. Like the other Mother Meg’s gifting ranges, the “Thank you for your Beautiful Heart” range is designed to appeal for many years ahead.