"Robin Hood: All Purpose Packaging"
[shown on screen: clip from TV show: "The West Block"]
The West Block Host:
With schools and some restaurants closed many Canadians are cooking at home. Shelves that used to be packed with simple ingredients like flour and yeast are now empty in many supermarkets.
[shown on screen: clip from TV show: "Global News"]
Global News Host :
Flour has been flying off the shelves and is being kneaded into dough by novice bakers across the country.
[shown on screen: empty shelves in a grocery store]
Narrator:
When Canada went into lockdown, demand for flour went way up.
[shown on screen: the Robin Hood factory, exterior then interior]
Narrator:
And while Robin Hood had plenty of flour to meet the demand,
[shown on screen: workers in a warehouse full of boxes]
Narrator:
the problem was they couldn't get it into stores because with Covid-19 protocols slowing packaging manufacturing. It was impossible for packaging manufacturers to keep up.
[shown on screen: customers lining up outside a grocery store]
Narrator:
Grocery stores were clearing out fast. Robin Hood needed to get the country flour faster.
[shown on screen: package of classic yellow Robin Hood flour]
Narrator:
The solution: Redesign the package to speed up production.
[shown on screen: package of classic yellow Robin Hood flour and a colour chart showing the various inks used to make the package in the original printing process]
Narrator:
For the first time in over 40 years, Robin Hood stopped using its iconic yellow flour bag and switched to a craft paper bag branded with a simple stamp,
[shown on screen: package of new simplified less-colorful Robin Hood flour and a colour chart showing just one ink-colour used in the new printing process]
Narrator:
skipping multiple steps in the production process. Introducing all-purpose packaging, the redesign that restocked shelves faster,
[shown on screen: grocery store with palettes of Robin Hood flour with the simplified packaging]
Narrator:
and got flour back into grocery stores months sooner.
[shown on screen: Facebook post announcing the change]
Narrator:
With a single post we introduced the new packaging on social,
[shown on screen: screenshot of robinhood.ca website]
Narrator:
and rebranded our website to match.
[shown on screen: cloud of positive social media tweets and posts]
Narrator:
When people saw it, they appreciated it. News outlets across the country covered it. Collectors even tried reselling it, leading to an unprecedented lift in brand mentions.
[shown on screen: collage of grocery store with palettes of Robin Hood flour with the simplified packaging]
Narrator:
And most importantly, restocking grocery stores up to two months sooner.
[shown on screen: simplified package of Robin Hood flour with titles: All Purpose Packaging. The redesign that restocked shelves faster.]
[shown on screen: full colour Robin Hood logo subtitles: since 1909, then the black-and-white logo]
