Scottish family food business Mackie’s of Scotland has undergone its most comprehensive rebrand in 30 years as it looks to scoop a larger share of the UK’s ice cream market.
The new packaging design focuses on ‘real dairy’ – the fresh dairy ingredients and taste which have helped Mackie’s become Scotland’s top-selling premium ice cream brand, and fifth-biggest-selling take-home tub in the UK.
The rebrand will be supported by a comprehensive marketing and advertising programme, including on-pack promotions this summer and a new website.
The new look reveals a simple, modern design, with a new curved logo set over a bigger dairymaid, celebrating the brand’s farm fresh real dairy credentials.
Ice cream has been made on the Mackie’s family farm in Aberdeenshire since 1986, and there have been many developments during that time. From the introduction of new flavours, to advances in environmental care to vast developments in technology on the farm – on the product line and in the cow byre.
Karin Hayhow, Marketing Director and one of three sibling owners, said: “Traditional was our first flavour and remains the most popular in our range – it’s a celebration of real dairy ice cream with no added flavouring, not even vanilla.
“That spirit is why we wanted to highlight the dairy difference and to clearly show our consumers that using whole milk and fresh cream is fundamental to creating our signature smooth, creamy taste.
“Nearly everything is made here on the family farm, from renewable energy to the ice cream and our packaging. We even make a host of our ingredients and sauces here, from honeycomb to chocolate so it’s only right that the farming heritage takes centre-stage.
“My late father, who founded the ice cream business had a favourite saying: ‘No Change, No Chance!’ With that in mind we are really looking forward to hearing what consumers think of the new packaging and hope that it will enhance shelf impact in stores, particularly south of the border.”