Samworth Brothers

The Brief

British food manufacturing giant, Samworth Brothers, collectively owns over 17 subsidiary food businesses within varying sectors including No.1 Cornish pasty favourite, Ginsters, the iconic malt loaf, Soreen, and sports nutrition brand, SCI-MX. Working across the subsidiaries, Blimey support the group with their NPD creative needs.

The Solution

Looking to support a significant industry buyer event for a new range of own brand desserts, Blimey transformed a functional and uninspiring boardroom into an Alice in Wonderland inspired escapism, complete with giant toadstools, oversized playing card place settings and a bespoke hand illustrated back drop.

Creating another brand experience, this time for the Walker’s Deli division, Blimey converted an area within the factory offices to a one-off fine dining restaurant at night, to a contemporary deli style kitchen/coffee bar the next day. The 24-hour project included design, photography and installation, all to ensure Walkers Deli were able to showcase their customer-centric approach to NPD.

Other projects include product packaging, NPD and fixture of the future design and installs in order to deliver the complete brand experience for Samworth Brothers buyers and dignitaries.

The Results

With Blimey’s efforts alongside the brand culminating in a category extension for Walkers Deli, as well as retaining the current listing and shelf space, Blimey continue to work regularly behind the scenes of one of Britain’s Food Industry leaders.


Design, Experiential, Illustration