Member Article

The Market Creative brings heritage back to Sheldon’s

The Market Creative has brought the GH Sheldon family back on to the packaging of some of the nation’s best-loved baked goods.

The bakery, based in Openshaw, Manchester, will see its new packaging feature black and white photos from family portraits to summer BBQs. They will adorn signature Lancashire Oven Bottom Muffins as well as Wholemeal Rolls and a new range of Hot Dog Rolls, celebrating nearly 70 years of heritage.

As part of the packaging redesign, a wood-effect background evokes a homely family kitchen and helps give the range a consistent look and feel. Products are distinguishable through different tablecloth patterns, from star to spot designs.

The new packs will roll onto shelves in major supermarkets over the coming weeks. The Market Creative will update the design of other products from the GH Sheldon’s range throughout the year.

Sue Benson, managing director at The Market Creative said: “Heritage, provenance and charm are essential to success in this category. Sheldon’s has all three in spades but this wasn’t reflected in their packaging. We’ve redesigned the packs to take them back to their roots in recognition of everything that people love most about them.”

Sarah Sheldon, Director at GH Sheldon’s said: “We approached The Market Creative to help us to reengage our audience. Our family heritage is at the heart of everything we do, so it made sense to recapture this idea on our packs. We’re hoping that our customers will embrace the change that we’ll see an uplift in sales.”

This was posted in Bdaily's Members' News section by The Market Creative .