Peter's Yard: Peter's Yard rebrand

Cracker brand Peter's Yard undertook a brand redesign to better suit the supermarket environment without alienating its existing independent retailers in the UK.

Executive Summary

This is the story of how an evolutionary rebrand has unlocked the potential of Peter's Yard in grocery, transforming the business from a niche artisan alternative into an accessible premium player within the savoury biscuit and cracker category.

While the Peter's Yard redesign is subtle and sensitively done, it offers a masterclass in brand evolution, capitalising on a strengthened positioning, a more emotional and compelling brand story and an expert understanding of design equities and execution.

Here are the headlines for Peter's Yard's achievements:

  • Increasing sales by 56% in one year in a declining market
  • Becoming the fastest...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands