Project Overview
Redesigning packaging and creating a marketing strategy for a Tesco launch
Brand: Creative Nature
Product: Top 14 Allergen free bakery kits and snacks for people who have severe allergies or are health conscious
Problem: As a challenger brand, getting these baking kits into major retailers on a limited budget - and without giving out a single sample - was the challenge. My goal was to make the brand impossible to ignore using clever marketing and a bold packaging design
Deliverables:
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Redesign product packaging to fit an autumn theme
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Design printed advertising to fit an autumn theme
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Create a marketing strategy to launch the product in Tesco
No big budget? No problem. How do we get customers to love our food without serving them a single bite?
The challenge
Getting into major retailers without using a large budget or giving out samples
Key objectives:
- Boost in-store visibility
- Create a personal connection from our audience to the brand
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Use digital marketing to convert social media users into real life customers
Understanding the consumer
Who are we selling to?
The Allergy-Conscious Parent
Sarah Thompson, Married with two kids (ages 7 & 10). Her son has severe nut allergies and her family follows a mostly dairy-free diet
What she wants
Nut-free, dairy-free, gluten-free snacks that actually taste good
Clear allergen labeling (no risk of cross-contamination)
Affordable and available in major supermarkets
How to engage Sarah
Instagram & Facebook ads targeting parenting and allergy support groups
Clean, bright, kid-friendly packaging
Emphasis on safety, taste, and family-friendliness
The Adult With Allergies
Sophie Clarke, age 31. Severe allergies to nuts, dairy, gluten, and soy
What she wants
How to engage Sophie
Transparent labeling to feel 100% safe
Products that look and taste just as good as regular snacks
A brand that understands the struggles of living with allergies
Stylish, non-“medical” branding
Social media content about real allergy struggles
Community-building via online allergy forums and Instagram
Influencer partnerships with allergy-friendly food bloggers & TikTok creators.
Jake Patel, 28, gym enthusiast. Plant-based diet. Wants nutritious snacks but finds most full of sugar or artificial ingredients
The Health-Conscious Adult
How to engage Jake
What he wants
High-protein, natural snacks that fit his fitness goals
A brand that aligns with his eco-conscious lifestyle
Convenient options in major retailers like Tesco
Messaging focused on healthy, plant-powered energy
Targeted TikTok & Instagram ads featuring fitness and wellness influencers
Market Research & Insights
Who are we selling to?
Brand:
Creative Nature is a brand dedicated to making delicious, allergen-free baking accessible to everyone. While the demand for ‘free-from’ products is growing, finding them in-store remains a major issue, as they’re often hidden away on lower shelves or lost within a confusing layout.
During my research, I visited Tesco, Asda, and Holland & Barrett as a customer and struggled to locate Creative Nature products. When I did, they were often placed at the bottom shelf with little visibility. This revealed a key insight:
It’s not enough to drive customers into stores – the product must be easy to find and impossible to ignore.
My marketing strategy needed to:
Increase in-store visibility for Creative Nature’s baking range
Engage shoppers in an interactive way to make allergen-free shopping feel effortless
Work within varying budgets to accommodate affordable solutions, from £0 to £5000
The Marketing Strategy
Affordable & Engaging Campaign Ideas
I developed a tiered marketing approach with multiple options, ensuring that Creative Nature could choose a strategy that aligned with different budget constraints. Each category had two hero ideas, but I focused on one final concept for presentation.
Low-Cost Social Media Activation (£0-500)
To tap into existing trends, I suggested leveraging social media with viral-friendly, wellness-themed content, including:
The Five-Minute Challenge
A TikTok trend where influencers and everyday users try to create an allergen-free recipe using Creative Nature products in under five minutes.
This capitalizes on fast, fun, and shareable content.
Love Me, Love Me Not Challenge
Participants bake a treat, secretly add a nasty ingredient, and film their friends’ reactions.
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Honest reaction? They love you
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Fake a smile? They don’t!
This challenge leverages humor, surprise, and user-generated content to increase brand visibility while reinforcing Creative Nature’s fun, inclusive identity in the ‘free-from’ food space.
Mid-Cost Social Media Activation (£500-1000)
Since most shoppers struggle to find allergen-free products, I designed an in-store display to draw attention whilst reinforcing Creative Nature’s transparency and trust
In-store display
A large allergen-free cake surrounded by mini cupcakes, each labeled with common allergen warnings (e.g., “Contains Nuts,” “Contains Dairy”), while the main cake reads:
"No need to check labels, we’ve done that for you."
This eye-catching display educates shoppers, builds trust, and increases product awareness while making allergen-free shopping feel effortless.
*image made with AI
The final concept was my hero idea: a Cake Emergency hotline designed to make allergen-free shopping stress-free while boosting brand awareness for Creative Nature.
Hero idea: Cake Emergency Hotline
How it works
How It Works: Customers call the hotline and choose from three playful options:
Press 1 – Get allergen-specific advice.
Press 2 – Receive baking tips.
Press 3 – Scream into the void (because ‘May Contain’ labels are exhausting).
To amplify the experience, I proposed a real-life branded telephone booth outside Tesco, where shoppers could interact with the system in person—creating a memorable, shareable moment that sparks conversation both in-store and online.
Hear the hotline
Three voice options were prototyped using AI tools, matching the brand’s playful but informative tone
Press 1 - Allergen specific advice
Press 2 - Receive baking jokes
Press 3 - Scream into the void
SWOT Analysis
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
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Unique & attention-grabbing
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Makes allergen-free shopping fun
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Drives impulse buys
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Sharable and social media friendly
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Higher cost irl booth is used
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Limited ROI if poorly marketed
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May not be associated with Tesco specifically
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Messaging must be crystal clear
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Expands brand awareness
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PR stunt in media?
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Could be repurposed in future for other campaigns
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Failed store approval
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Lack of engagement
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Tech issues
I wanted to create something that feels like a friend on the other end of the line—someone who gets it.
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Hotline call volume + engagement (time spent on call)
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Social shares + videos at the booth
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In-store product sales lift during campaign
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Online traffic to Creative Nature's site via hotline CTA
How to measure success
Case study inspiration
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Lush’s “Emotional Support Hotline”
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Duolingo's TikTok-style humor
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Snickers' "Helpline" campaign for cranky moments
Packaging redesign
The brief: Design limited-edition autumn packaging that feels seasonally relevant, fun, and still clearly allergen-safe.
My response: An engaging Halloween-themed pack design to appeal to Creative Nature’s core audience — mums and kids.
Before: original packaging
After: redesigns
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Why this works
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Sales smart: Photo of the product on packaging keeps it recognisable
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Kid-friendly: Characters add emotional engagement, trigger nostalgia and are easily recognisable
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Visually unique: Differentiates from flat-background competitors that only use a photo of the product on a plain background for their packaging
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Seasonally fun: Drives limited-edition interest (potential to boost Q4 sales through impulse purchases)
Client Feedback
“Ready for shelf”: Received positively by industry mentors with minimal critique — minor colour adjustments suggested to enhance shelf clarity without compromising theme.
Digital and Printed Ad Campaigns
Brief: Create autumn-themed print advertisements to compliment the seasonal packaging
Why this works
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This image visually represents how Creative Nature’s allergen-free pancake mix saves time and eliminates stress. The design features a stack of fluffy pancakes at the center of a clock face, symbolizing how easy and quick it is to enjoy a worry-free breakfast without the hassle of checking ingredient labels
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The ad speaks directly to people with severe allergies and dietary restrictions, reassuring them that Creative Nature’s products are completely safe—no “may contains,” no hidden allergens, just delicious food
Social media ad
Printed ad
This eye-catching ad plays on the classic Halloween tradition of trick-or-treating while reinforcing Creative Nature’s core message: safe, worry-free snacks for everyone.
A glowing beam of light shines from a Halloween bucket, revealing a Creative Nature snack bar emerging as the ultimate treat—no hidden allergens, no "may contains," just pure enjoyment.
Why this works
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The tagline "No Tricks, Just Treats" perfectly captures the brand’s promise: a snack that’s delicious, and without the risks of allergens or contamination.
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Visually appealing Halloween colour palette