The packaging is going to be supported by a campaign. I want to do this for two reasons: one, it shows conceptual skills, advertising and branding, and secondly because I really like the company and think it has some unique selling points.
1. They still deliver door to door! I think its crazy to think how far society has progressed since the 1920's to the fact that we can now order food with the click of a button on a smart hand held device! They have kept the company true to its routes, its about good quality customer service and a personal relationship that people just don't get now a days in their local supermarket. Coming to your door and having the same person each time means you build a connection with the company, it also goes to show the company's caring and personal nature. I think there is something rather special about Ringtons because of it.
2. It's a family run business and still is. This is a huge selling point and definitely something to be promoted. I think it wasn't that long ago since they hired their first non-family member of staff! This goes to show the effort and hard graft they put in as a family, not to mention surviving two world wars and still be able to pass on a successful business to future generations.
3. They're British!
The majority of British people get a great sense of patriotism when buying British products; it reinforces their cultural identity. What a better British product than tea? It would be good for the campaign to promote the products and company's heritage.
These are the main three selling points or at least the three things that I think makes the company so special and unique. The campaign needs to accurately reflect the company and I think if it gets across these 3 points it will.
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