Cruga Biltong

Cruga Biltong, a meat snack brand, relaunched its brand with a newly authentic African positioning to increase sales in the UK.

Design consultancy: PearlfisherAdvertiser: Meatsnacks Group

Executive Sunmry

Pearlfisher needed to deliver an inspiring strategic and creative direction for Cruga Biltong that solidified the brand's premium position in order to dominate UK competitors. The new "Authentically African" positioning brings a true appreciation of meat boldly to the fore, and the design captures the artisanal, expert process of making biltong.

Despite a raft of new competitors that entered the market since the redesign, Cruga Biltong has achieved outstanding results against its objectives - and has almost single-handedly driven category growth.

Number 1 biltong in the UK

  • +22% growth to...

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