Whitworths

Whitworths’ reputation as a baking ingredient business in a commoditised and increasingly dreary category was hampering growth, and their platform of ‘health’ didn’t bear scrutiny.

By repositioning how the business saw the business - from an ingredient co-packer with a disparate and challenging portfolio, to a ‘nutrient powerhouse’ - we reframed the entire purpose of the organisation and the people working there; one focusing on the importance of nutrition to improve physical and mental wellness.

By putting the brand on a platform of something deficient in most of the Nation’s diets, we unlocked millions of incremental usage occasions - identifying simple changes people can make to their daily eating habits.

We were also able to unify and celebrate Whitworths’ existing portfolio whilst providing a clear nutritional pathway for future innovation, category leadership and comms.

“Now we’ve reengineered for growth, I want everyone from the forklift driver to the finance director to understand what this means to them.” Whitworths’ CEO

Spearheading a change programme for the next 12-18 months, NOKAMO will lead and assist in operationalising the business transformation internally, ahead of a nationwide customer and consumer relaunch.