‘Real Dairy’ Rebrand for Mackie’s of Scotland

In its bid to scoop a more significant share of the UK’s ice cream market, Scottish family food business Mackie’s of Scotland has undergone its most comprehensive rebrand in 30 years.

The new packaging design focuses on ‘real dairy’ – the fresh dairy ingredients and taste which have helped Mackie’s become Scotland’s top-selling premium ice cream brand, and fifth-biggest-selling take home tub in the UK.

The new look will reveal a simple, modern design, with a new curved logo set over a bigger dairymaid, celebrating the brand’s farm fresh real dairy credentials.

Managing Director Mac Mackie with the freshly rebranding

Steve Curzon, Managing Director with Curzon Marketing, a food brand agency that works with Mackie’s, said: “The rebrand touches all aspects of the business – and is a response to the need to showcase to consumers, particularly those outside Scotland, the fundamental aspect which sets it apart from competitors – the Mackie’s real dairy difference.

It is an exciting time of growth for the company and every step has been carefully considered with aspects evolving naturally, the use of the dairymaid retains connection to the company’s traditional farm roots, yet the new logo and design has a fresh, modern dairy feel.

Each development was backed up with research – on what is most important to consumers and how we can help shoppers outside of Scotland understand the product and its USP.”

Marketing Director and co-owner Karin Hayhow

Karin Hayhow, Marketing Director and one of three sibling owners, explained: “Traditional was our first flavour and remains the most popular in our range – it’s a celebration of real dairy ice cream with no added flavouring, not even vanilla.

Nearly everything is made here on the family farm, from renewable energy to the ice cream and our packaging. We even make a host of our ingredients and sauces here, from honeycomb to chocolate so it’s only right that the farming heritage takes centre-stage.”

2021 is set to be a year of innovation for the brand, as Mackie’s prepares to release a whole new flavour of ice cream in the coming months, while the installation of an exemplar Low Carbon Refrigeration facility is also well underway.

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