Macphie received the Brand Launch of the Year award last night at the Food & Drink Federation (FDF) Awards.
Following its brand overhaul last year, Macphie took first place in the category for its new Simply Clever Food ethos which puts food, innovation and creativity at the forefront.
Despite a challenging year for the foodservice industry, Macphie gave its brand an incredible overhaul, revaluating everything from its purpose, its core values and its packaging suite. Working with a Glasgow-based creative agency, Macphie worked with everyone across the business, digging deep to reassess what the business is all about.
Judges were particularly impressed with the “strong standout branding” and the passionate commitment to delivering this challenging project during the national lockdown.”
Macphie CEO Andy Stapley accepted the award on behalf of the team.
“We are absolutely delighted to win this award,” he said.
“The term ‘simply clever food’ captures everything we are about – the creativity, the quality, and the innovation we provide to customers day in, day out.
“Working with our creative agency Made Brave, we worked hard to create a brand that reflects who we are, where we’ve come from and where we want to go. We are an ambitious team with big aspirations for the future.”
Also in this category were Jason’s Sourdough, Old El Paso, pladis UK&I, The Naked Collective and Walkers.
The FDF award ceremony took place last night at The Royal Lancaster in London, bringing together over 500 guests to celebrate the efforts of the UK food and drink industry over the last year.
Hosted by celebrity restaurant critic and food journalist for The Observer, Jay Rayner, the event toasted the achievements of the sector across a variety of categories including areas of innovation, sustainability, and growth. The awards also recognised the efforts of the exceptional individuals and hardworking teams within the industry – our hidden heroes who kept the Nation fed over the past year.
Macphie was also nominated for Community Partner for its efforts in producing vital supplies of hand sanitiser during the outbreak of covid-19 and for Sustainable Packaging for its recent switch to Tetra Pak™ plant-based packaging.