Big bar, big personality – With its big portion size, high fibre oat-appeal and delicious range of flavours The Collaborators recommended playing up Giant Bar’s generosity and taste credentials. With over 25 years of flapjack expertise, it made sense to stand proud as a flapjack baker. No oat, cereal or seed bars – just ‘Full-on Flapjacks’. Along with a new hunger-busting positioning, it also made sense to drop the Ma Baker name to focus solely on Giant Bar.
Creatively, The Collaborators went big, bold and bright, with a new light-hearted tone of voice and packaging that’s big on personality and big on impact.