Iconic Kiwi brand Barker’s of Geraldine launches bold new brand refresh and campaign
Barker’s of Geraldine, one of New Zealand’s iconic pantry staples, has introduced a modern and fresh new packaging design across its portfolio, supported by a new campaign ‘Not Just Jam’ developed by Degree Design (packaging and creative), Hashbrown Creative (social and digital), Hilary Cootes (brand strategist) and Rebecca Lawson (PR).
Barker’s has been sitting pretty in pantries all over Aotearoa since 1969, and 54 years later, these delicious products are still made on the corner of the original family farm in Geraldine, using real ingredients and crafted with passion.
As Barker’s looks to the future, the Kiwi mainstay has undergone a design refresh featuring a new modern look-and-feel, boasting energy and personality appealing to an evolving audience of foodies. Though Barker’s fans can rest assured that the much-loved products and recipes inside the jar have not changed.
The new visual identity has inspired Barker’s new tongue-in-cheek campaign, ‘Not Just Jam’, with the brand knowing full-well that it is their delicious jams and preserves they are most known for.
Says Kathryn Love, marketing manager, Barker’s of Geraldine: “It’s no secret that people love our Barker’s jam, but we want to make sure consumers know we do much more than just jam! ‘Not Just Jam’ is a simple phrase that allows us to highlight all the good stuff that makes Barker’s of Geraldine, Barker’s of Geraldine.”
The entertaining season is here, so the new creative campaign offers Barker’s inspiration for all food-loving occasions.
Adds Love: “We’re here to help you make moments you want to share. The moments your table, picnic rug, and fancy platters are waiting for. Because shared food tastes better.”
The ‘Not Just Jam’ campaign shines a spotlight on the plethora of products within the Barker’s range, which includes favourites like Syrups, Chutneys and Sauces, plus newer ranges such as Fruit for Cheese, Platter Makers and Marinades.
A first look at the fresh new packaging is in store now across Barker’s new Marinades and Platter Makers ranges, with other core products rolling out in the coming months.
@barkersofgeraldine
Packaging design and creative – Alicia Christie & Ryan Henderson at Degree Design
Brand Strategist – Hilary Cootes
Digital and Social creative – Hashbrown Creative
PR – Rebecca Lawson
Barker’s of Geraldine– Kathryn Love & James Cheape