Farrah's Pizza Bases


Securing a slice of the action beyond wraps

Our Challenge

Our design skills have helped Farrah’s become a leader in wraps, while successfully expanding into the Low-Carb and Mexican categories. This time, they wanted our help with venturing into the pizza-base market.

It’s a fast-growing sector, and Farrah’s was already picking up sales from customers using their wraps as bases. Launching a range of bases in the ambient sub-sector presented a number of challenges.

Number one was the need to strongly communicate the product was a pizza base–both part of the Farrah’s family but differentiated from the range of wraps. This was to ensure incremental sales of the bases on top of any wraps purchase in the same aisle, while attracting new buyers to the brand. Another challenge was the need to stand out in a crowded and competitive sector.