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IN VIEW
By Ged Henderson
evolve the Booths brand, not reinvent it. Our research told us customers have a genuine affection for what makes Booths distinctive – our heritage, quality and personality – so preserving that was essential.”
The project began around two years ago. It was shaped by extensive customer research, surveys and focus groups, alongside conversations with hundreds of people across the business.
Emma says: “The aim was to build on the strength of our existing brand while creating an identity that better reflects who we are today, what our customers value and our ambitions for the future.
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“Booths is a much-loved brand with an incredibly loyal customer base. Our research showed customers have a real affection for our heritage, quality and values, but also that brand awareness is strongest in our northern heartland and more limited beyond it.”
EMMA’S BRAND VALUES ARE A FAMILY AFFAIR
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The values and the tradition of the iconic Lancashire grocery business that bears her family name are embedded in Emma Booth’s DNA.
And as its chief brand officer, the first female family member to join Booths in its near 180 year history has played a key role in a new initiative to highlight those family credentials.
The business, which can trace its roots back to 1847, has launched a ‘brand refresh’ that stresses its heritage as the UK’s oldest family grocer, along with the quality of its offering and its northern roots.
It says the evolved brand introduces a more contemporary and confident identity as ‘the irresistible food and drink specialist’.
The refreshed identity also includes a more prominent use of the iconic Booths lion logo to reinforce the heritage, trust and quality associated with the grocer, which has 25 stores across Lancashire and the wider north of England.
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Its new The Family Grocers tagline has been created to reflect its connection to customers, colleagues and producers, while reinforcing its role at the centre of ‘food loving communities’ across the north.
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The Preston headquartered retailer has also revealed it is exploring opportunities to expand distribution of its Booths brand ranges including ready meals, butchery, tea and coffee, wine and craft beers, beyond its physical stores.
Emma, 32, the eldest daughter of company chairman Edwin, joined the business two years ago. She was appointed to the board last year and took on her current role in February.
In that role she is responsible for all brand, marketing and customer related functions, including the development of a successful direct to consumer business.
Emma had experience of the Booths shop floor from the age of 16, working in her local store. After gaining an MSc at the University of Leeds Business School she spent nine months developing Booths’ first online gifting offer, before securing a place on the graduate scheme at Amazon.
Emma said the awareness of Booths among people who experience its offering while visiting the Lakes and Lancashire on holiday was ‘particularly interesting’.
She says: “They discover the brand in a really special setting and often form a strong, positive association with Booths as part of that experience. There’s a real opportunity to build on that affinity and extend awareness of Booths to a much wider audience nationwide.
“The brand evolution is designed to help us do that while staying true to what people already love about Booths. It celebrates the heritage that makes us distinctive.
“The result is a brand that feels both timeless and relevant, giving us a stronger and more
The aim was to build on the strength of our
existing brand while creating an identity that better reflects who we are today, what our customers value and our ambitions for the future
She worked for the multi-national tech giant for nearly seven years, taking roles in logistics and retail before her role as marketing manager for retail and online food and drink. And she has brought all that experience to her new role in the family firm.
Looking at the brand refresh, she says: “From the very beginning the brief was to
consistent way to tell the Booths story to our existing customers, as well as those discovering or reconnecting with us beyond our heartland.”
The rollout has been carefully planned and will continue over the next couple of years.
Emma says: “There’s always a sense of responsibility when you are part of the Booths family, particularly with something
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