Telling a story rooted in heritage and craftsmanship was key in creating an emotional connection with consumers. Piller’s humble beginnings, generations of family tradition and their commitment to crafting delicious meats using authentic European recipes have inspired the Masterbrand look. Prominent on packs is the new Piller’s crest, which houses the company logo and features a woodcut illustration of Piller’s original butcher shop from 1957 – adding authenticity to the brand. The smoke coming from the chimney demonstrates their artistry and longstanding tradition of naturally smoking meats over select hardwoods. A consistent use of blue barnboard builds equity for their brand and a strong emphasis on natural ingredients adds taste appeal and distinguishes flavours.