Monty Bojangles redesign

This case study describes how Monty Bojangles (MB) transformed their chocolate truffles by creating a distinctive brand narrative and replacing conventional brand values with an engaging philosophy.

Monty Bojangles redesign

Campaign details

Category name: Food producersAgency: Springetts Brand Design ConsultantsAdvertiser: The Monty Bojangles Company

Executive summary

Springetts brand design consultants helped the Monty Bojangles company, through strategic and creative thinking to completely re-present their chocolate truffles offer and to re-define the category.

Sringetts was approached by the Monty Bojangles brand which was under threat from retailer own label products and had been criticised for not offering a compelling brand story to justify its future. It was in danger of being delisted by Waitrose.

At the heart of the issue was a great product that had...

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