Challenger thinking helps food to go brand raise thousands for food poverty

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Honest Crust Food Range - designed by Ape CreativeBrighton-based design agency Ape Creative has helped generate one million product sales for new food to go brand Honest Crust and in the process, helped to donate thousands of meals to FareShare, an organisation which redistributes surplus food to charities supporting the homeless, elderly and people and families in food poverty.

Ape Creative created and launched Honest Crust for food manufacturer Samworth Brothers, with the strapline ‘Eat Good, Do Good’ in Sept 2018. The new food to go brand has pledged to donate £50,000 to FareShare, who are using the funds to help supply 200,000 meals to vulnerable people.

Honest Crust is a range of more than 40 food to go products including sandwiches, wraps, salads, subs, toasties, rolls and pasta pots and their sandwich skillets and wrap boxes are zero plastic and 100% recyclable – a UK first.

“Honest Crust is built on the principles of Challenger Thinking,” said Paul Spirou, Managing Director at Ape Creative. “We needed Honest Crust to be an enthusiastic purchase for consumers, so out with the convention of selling on taste and freshness and in with the values the business already shared. We agreed to stop focusing on the product messages and start building on the business’ commitment to zero waste by developing their existing relationship with FareShare. As a result, a business-wide initiative means Honest Crust is now committed to making a difference to food poverty though out the UK.

“Customers with similar beliefs and values now have a food to go brand to get behind. To Honest Crust this is more than simply having a purpose, it’s an unwavering commitment to build, develop and support its mission with real energy and vigour,” Paul added. “The brand design is simple, clean and unfussy enough to allow their message to speak loudly and distinct enough from competitors to provide strong shelf stand out. We’re thrilled to have helped them reach this important milestone.”

Based in Brighton, Ape Creative has been developing the Honest Crust brand since March 2018. Launched in Sept 2018, the millionth sale milestone was reached in January 2019 and has helped to generate interest from a growing list of customers including NUS, TUCO and The Royal Voluntary Service, making for a healthy sales forecast by the end of the brands first year.

Said Alastair Johns, Head of Brand & Category for Honest Crust: “Ape’s approach and use of challenger brand thinking and principles gives me a different way of looking at the market and the opportunity. We had a successful launch into a very competitive market and feel immensely proud to reach this milestone with the help of Ape. We now have the interest of several new customers and great trade interest, and we hope this continues to grow in 2019!”

Said Joanna Dyson, Head of Food at FareShare: “At FareShare we provide a social solution to an environmental problem. Samworth Brothers partnered with FareShare, committing to donate £50k in the first year and this donation will fund the redistribution of 200, 000 meals in our network. Throughout 2019 we look forward to further developing our relationship with Samworth Brothers.”


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Paul Spirou
01273 571310

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