Stonegate 'repositions' Slug & Lettuce brand to lure Millennials

By Georgina Townshend, Helen Gilbert

- Last updated on GMT

Sassy legs: Slug & Lettuce brand has been updated as part of a repositioning project
Sassy legs: Slug & Lettuce brand has been updated as part of a repositioning project

Related tags: Brand, Food

Stonegate has repositioned the Slug & Lettuce pub brand to appeal to the Millennial market.

The pubco is working with food branding company Eat With Your Eyes, which admitted to The Morning Advertiser​ that the Slug & Lettuce brand had been “sliding along behind the high street for some time in terms of brand relevance, engagement and thoughtful menu design”. 

Sassy legs for Slug

Eat With Your Eyes senior creative designer Morgan Musselle said: “The food industry changes so fast - you’ve got to keep moving - so we gave Slug a new set of sassy legs to stand up and run with.”

He said the creative solution the pubco chose gave “an injection of more engaging, social, fun messaging and design”.

“Now the brand is much less rigid and serious, but still sophisticated and stylish,” Musselle explained.

Eat with your Eyes developed a new creative concept, and redesigned menus, point of sale communication and photography as part of the project.

Millennial market

Musselle said one of the aims of the rebranding was to help engage more with a Millennial market.

“This new direction can not only be seen in all 80 sites across the UK, but it’s continued with new fun and imaginative online content via Facebook, Twitter and Instagram – directly talking to the more socially-active audiences that are looking to engage across different platforms,” added Musselle.

The repositioning of the brand was introduced between January and spring 2017.

Stonegate was contacted, but declined to comment.

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