The Western Australian Industry and Export Awards
11 November 2008
Anchor Foods was recently awarded the Marketing and Design Excellance Award as part of The Western Australian Industry and Export Awards, in recognition of the Lighthouse Special Purpose Flour range.
The Western Australian Industry & Export Awards are firmly established as the State's most prestigious business awards. Now in their 20th year, they acknowledge the significant contribution that individual businesses make to the State economy and reflect the importance of industry and exports to the continued economic development of WA.
The Marketing & Design Excellence Award is for outstanding achievement or excellence in a marketing campaign and/or implementation of design. Entries were invited from organisations which have designed and implemented marketing activities during 2007/08, or who have undertaken design and implemented the marketing of that design work. Entries were judged by reference to the underlying design and/or marketing approach to a product or service, its innovative qualities, target market research, strategic planning, eventual impact and financial results.
David Clapin who accepted the award made recognition of all the hard work involved to get the product to market and the significant investment made since the product have been in the market. "This is what can be achieved by clever thinking, working as a team and never giving in" he said.
The Lighthouse range of Special Purpose Flours is a range of ‘fit for purpose' flour products designed for the home chef. They have been developed to provide everyday cooks at home with the necessary ingredients to achieve extra special results previously only thought possible by industry professionals. The range includes flour that has been designed to meet all cooking and baking occasions. This was the first ever launch of such a range of flour products in Australia and is considered to be a significant innovation by the Food Industry.
The products are marketed as one comprehensive ‘special purpose' flour range and are available in supermarkets nationally. They were launched in 2007 to much acclaim and have created a new dynamic in the retail grocery industry. The project has demonstrated what clever thinking, strategic planning and genuine innovation by a WA company can achieve in a market that was previously thought to be in decline.
Anchor Foods with its deep understanding of consumer needs, the grocery industry and the milling industry has delivered to everyday consumers the secrets of the baking and pasta industries in a sophisticatedly simple concept. This was based on creating a range of flour products that was perfectly blended to meet the needs of each cooking or baking occasion to produce faultlessly robust results at home.
The Lighthouse Special Purpose Flour range concept was developed utilising sophisticated marketing tools including branding, product design and consumer decision making architecture to ensure that consumers could make the correct product choices without being confused by, or needing to understand, the technology behind each special purpose flour. The sophistication of the concept is highlighted by its simplicity.
