Panache jars of chutney and mustard beside a bag of Panache jalapeno kettle cooked chips on purple Panache jars of chutney and mustard beside a bag of Panache jalapeno kettle cooked chips on purple

Panache

Unleashing epicurean adventure: Sobeys unveils reimagined premium Private Brand

Grocery giant Sobeys and the Fish Agency team up to:

  • Launch revitalized premium tier private brand product line.
  • Create clear distinction between base and premium private brand tiers.
  • Rollout revamped brand of over 200 skus
A couple shopping with a basket in a grocery aisle, beside a refrigerated case of Panache products

Opportunity

Sobeys, Canada’s second largest grocer, had a private brand perception problem. Their portfolio of products was overly extensive and the distinction was unclear between their entry, base, and premium-tiered products. Consumers did not perceive the incumbent premium brand, Sensations by Compliments, as being on par with other premium brands in market. A complete brand reboot was required.

A shopper reading a Panache sauce bottle label in store, beside a flat lay of Panache jars A shopper reading a Panache sauce bottle label in store, beside a flat lay of Panache jars

Insight

Today’s consumers are becoming more adventurous in the grocery aisle. They are looking to add some excitement to the everyday and looking for new flavours to enjoy. Something special. Something a little different and perhaps, indulgent.

A Panache creamy cucumber and feta dressing bottle beside a salad, with friends at a dinner table and a woman tasting a dish

Solution

Introducing Panache – Sobeys’ reformulated and revamped premium tier brand; created to ignite curiosity and to inspire culinary discovery. This brand story is conveyed through a package design that conveys luxury, craftsmanship and appeal through inspiring photography, rich, sophisticated colours, and a selection of expressive brushstrokes to suggest artistry.

A bag of Panache jalapeno kettle cooked chips with a sketched hand reaching in, beside photos of an onion with poppy seeds and cucumber with popcorn on painted brushstrokes

Results

Since launch, sales have outpaced the incumbent premium brand. Panache products are continuing to expand across the store to almost every category, winning multiple design awards along the way. More importantly, Panache continues to drive sustained growth of its private brand penetration, penetration, growing over 30% since it’s launch.

Highlights:

  • Won multiple North American product and design awards
  • Helped achieve Project Horizon Own Brand expansion goal
Panache Pistachio and Peanut Butter & Salted Caramel ice cream bar boxes, with a chocolate-coated bar beside them Panache English and Scottish cheddar blocks in tartan packs on a cheese board with brie, blue cheese and a corkscrew