Abra-ca-Debora

Woodside Farm made great pancakes. The problem was they were seen as a once-a-year treat.

My brief was to help create a new brand that repositioned them as a fun weekly staple for busy mums, something they could use to fling together a quick meal from whatever bits and bobs they happened to have in the fridge.

I came up with Abra-ca-Debora, a life-loving Dutch character whose life mission was to help mums conjure up a supper from nowhere.

The rebrand saw a huge increase in the rate of sale and distribution, and you’ll now find lovely Debora in all major good supermarkets, and a few that are just fine.

Brand name and concept | Copywriting

Design: big fish®

Tap below if you need to zoom in.

Frozen Dutch pancakes with packaging label featuring a blue and green illustration of a girl holding two circles, with text promoting quick supper ideas and describing the product as six original Dutch pancakes.
Emailer
A breakfast setting with a plate of crepes topped with whipped cream and mixed berries, a bowl of additional berries, a cup of yogurt, a small vase with a white flower, and a package of Dutch pancakes on a white wooden table.
Front of pack copy