Sumo Salad taps agency "Our revolution" for brand extension

SumoSalad has enlisted the expertise of independent agency Our Revolution in the creation of their brand extension, SumoWell. To achieve their aim of making Australia a healthier, happier place, SumoSalad had the ambition of launching an in-store retail brand that gave them license to introduce healthy, appetising food beyond salads.

In partnership with Our Revolution, SumoWell was born.Our Revolution brought to life SumoWell's fresh, tasty ingredients, while lively illustrations and bright colours inject an energy and personality that is so often missing in health foods.

Recognisable masterbrand assets of SumoSalad were retained, however the overall result is a distinct new brand that sets the foundations for Sumo's next trajectory of growth.Sumo head of marketing Gemma Fitzsimons said: "Our Revolution have an innate approach to consumer branding, packaging design and understanding the customer journey. "Their strategic process allowed us to identify and build a brand world that has gone on to successfully communicate our USP."

Overall, by positioning the brand on 'wellness' over 'health', Our Revolution helped SumoWell target consumers who want to make better food choices without depriving themselves of a delicious meal.

Our Revolution Creative Director Jen Doran said: "With 'wellness' being such a strong trend in food, Sumo is the Australian brand that can credibly bring these exciting new 'wellness' food oerings to the market.

"As SumoWell stretches beyond salads in the future, we created a brand toolkit that could represent a variety of food products, whilst retaining the 'freshness' credentials the brand has already established."

All 12 chef-led recipes are available nationally at IGA Supermarkets, with plans to widen into other distribution channels so more Aussies can get their hands on these tasty, convenient, healthy options.

And this is just the start of what SumoSalad Founder and CEO Luke Baylis calls the company's "mission to contribute to a 'well-thier' Australia".

"We are driven by actively listening to what our consumers want and already have big plans in place for multiple product extensions and partnerships this year," Luke says.

QUESTION

What makes for a successful brand extension? In your answer, briefly explain the advantages and disadvantages of brand extensions using examples. Then assess whether this is a good or bad extension for Sumo Salad