Competencies:
You don’t put £30m on the balance sheet by talking about juicier apricots.
Whitworths’ reputation as a baking ingredient business in a commoditised and increasingly dreary category was hampering growth, and their platform of ‘health’ didn’t bear scrutiny.
By repositioning how the business saw the business - from an ingredient co-packer with a disparate and challenging portfolio, to a ‘nutrient powerhouse’ - we reframed the entire purpose of the organisation and the people working there; one focusing on the importance of nutrition to improve physical and mental wellness.
By putting the brand on a platform of something deficient in most of the Nation’s diets, we unlocked millions of incremental usage occasions - identifying simple changes people can make to their daily eating habits.
We were also able to unify and celebrate Whitworths’ existing portfolio whilst providing a clear nutritional pathway for future innovation, category leadership and comms.
“Now we’ve reengineered for growth, I want everyone from the forklift driver to the finance director to understand what this means to them.” Whitworths’ CEO
Spearheading a change programme for the next 12-18 months, NOKAMO will lead and assist in operationalising the business transformation internally, ahead of a nationwide customer and consumer relaunch.
Competencies:
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704190842-whitworths-logo.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704190951-whitworths-pistachio.png%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704191369-whitworths-bags.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704190826-whitworths-building.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704191181-whitworths-landscape-poster.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1707919148-whitworths-13.png%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704190936-whitworths-journal.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704190777-whitworths-burst.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704190888-whitworths-recipe-book.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1707919154-whitworths-12.png%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704190792-whitworths-baguette.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fwww.datocms-assets.com%2F106235%2F1704190809-whitworths-6-sheet.webp%3Fauto%3Dcompress%26fm%3Dwebp%26q%3D75&w=1920&q=75)
More work