Home baking made simple

Although Jus-Rol had an iconically simple design that signposted ready-made pastry, once at the fixture, it was competing in a baking photography beauty parade. Own Label was owning the 'foody' conversation with some very attractive 'your baking could look like this' imagery. The challenge was to move Jus-Rol from being more than just an iconic signpost to a 'must have' brand that offered much more than the cheaper own labels.

Part of our solution was recognising that the brand needed to build from its heritage/expertise roots to a positioning that encompassed liberation, inspiring and empowering the makers in all of us.