The Jolly Hog

A cut above.

Summary

With the meat category in decline, The Jolly Hog needed a little love to keep ahead of the curve. We embraced its commitment to quality and positioned it as the go-to choice for food lovers seeking fullness. Full flavour for full houses, full tables and full hearts. Our bold rebrand, featuring bespoke typography and mouthwatering, fresh photography, was brought to life across both packaging and a national campaign.

+46 %

Value sales in Bacon

+27 %

Value sales in sausage

+36 %

Brand awareness

Problem

A growing brand in a declining category.

The Jolly Hog was the UK’s number one premium sausage brand, and things were looking, well, jolly good! But the brand saw challenges ahead. Consumers were buying less meat (-9.7% YoY decline in meat, fish, and poultry volumes) and buying it less often (39% of meat eaters had reduced meat consumption in the last 6 months).

Food lovers look for quality over quantity.

Consumer Truth

Food Lovers share the food they love with the people they love. But because of rising prices, animal welfare issues and the environmental impact, they don’t eat as much meat as they once did. So when they do buy meat for special occasions they want it to be the best. The best quality, the best taste and the best times.

As much love should go into producing meat as it does consuming it.

Brand Truth

The Jolly Hog cares deeply about the quality of its process, the welfare of its animals, the protection of the planet and the flavours of its products. That’s why it’s the only British meat brand to be RSPCA Assured, the only one to be B-Corp certified and the only one to have won 13 Great Taste Awards (four times more than any other meat brand).

Strategy

Jolly Good Food.

Because The Jolly Hog family genuinely cares, they provide the best-tasting meats so you feel full in every way. The Jolly Hog is served from full platters, on full tables and enjoyed in full houses. Their products are full of quality and deliver full-on flavour for those who live full lives.

Concept

Full on.

Big, bold and barely containable! Everything at The Jolly Hog is about creating experiences with more. Literally bursting from the box with extraordinary flavour, we wanted to craft a brand that would be as much of a feast for your eyeballs as it is for your taste buds.

Making every element mouthwatering.

Craft

Taking time to craft, we created our own bespoke typesetting for each headline, then commissioned photographer Josh Campbell and food stylist Helen Upshill to make everything look super succulent. This delicious design identity then rolled out across The Jolly Hog’s packaging, out-of-home campaigns and multiple range extensions.

"We truly feel like an extension of their team and family. Helping bring to life their story was a true pleasure." Katie Pryke, Client Development Director

Jolly good results.

Results

Our identity and campaigns launched in late 2023. Throughout 2024, The Jolly Hog’s value sales increased by +46% in bacon (up to £7.2m) and +27% in sausages (up to £9.8m). Over a similar period, we also saw a +36% increase in national brand awareness and a distribution increase of +16%.