Gold at DBA UK

The award, honouring the best in design, saw the agency win South Africa's first Gold Effectiveness Award for their client Fairview.

Fairview produces award-winning brie and camembert cheeses. In these tough economic times, Fairview was under pressure to follow the brand leader, Simonsberg, in reducing its prices, but feared it would compromise its brand value.

Fairview campaign

CPB was brought on board to re-design the packaging. Its brief was to increase brand value in a price-sensitive market, while simultaneously reducing packaging costs. Using an illustrative style and humorous copy, CPB created a design that aimed to challenge the traditional codes of the category and in so doing widened the appeal to a broader (and younger) market.

In the five months after re-launch, without any price reduction, value sales rose by 17.7% and 23.8%, respectively exceeding the growth target of 15%. The new design also resulted in an 8% inflationary saving on packaging.

“It doesn't get better than this,” says Tabatha King, MD of CPB. “Charles Back is an amazing client. He allowed us to do category-defining work that not only got us a finalist at Loeries, but also made a real difference to his business. It's a wonderful case-study that proves good design means good business.”

“This award proves that it's brave clients that reap the rewards. It demonstrates the power and persuasion of packaging and that design is an investment not a cost,” concludes Mat Weiss, planning director.

The Fairview Cheese and its London's bronze award for Lactalis Nestlé sees the agency move from 11th to 5th in the Design Effectiveness league tables.