Johnson’s Toffee & Fudge

The Brief

Johnsons wanted to complete the company ‘refresh’ with some new product photography after identifying through market research that it would help with increasing the websites conversion rate. The main aim of the photos was to give a better indication of the quality and flavour of each of the flavoured fudges and toffees.

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Product Photography

Brand Development

Johnson’s Toffee is a local confectionary company that who specialise in making flavoured fudge and toffee treats. Catering for both wholesale and retail customers, Johnson’s aim to increase their online sales in the retail space. Twilo have been working with Johnson’s on the image of the company as well as Digital Marketing elements of the site.

Twilo had been asked to put together a Google AdWords shopping campaign to help boost Johnson’s brand but also to help with national sales. When planning these campaigns it became clear that the images that were being used weren’t up to the same standard as some of the competition.

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The Challenge

Using a manufacturing factory floor with a lot of space and white walls made it difficult to bathe the products in a warm light, having brought adjustable spotlights, finding the right balance was a struggle. On top of this, the factory was kept refrigerated to keep the fudge as fresh as possible, this caused issue for the battery operating temperature as well as my fingers.

johnsons toffees shoot


The products were all shot at the Johnson’s factory with a number of ingredients and props to indicate the flavour of the product, giving a more handcrafted feeling to every product made. They are handmade after all!

johnsons toffees camera shot
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Coconut Ice Fudge
Bourbon Fudge
Orange Chocolate Fudge
Strawberry Chocolate Fudge
Chocolate Banana Fudge
Strawberry Cheesecake Fudge

Johnson’s Toffee & Fudge

We wanted to give our website a new look and feel and decided to get some new photos. Before the photo shoot took place the guys from Twilo advised on the setting out and the different types of props we needed for the look we were trying to achieve. Their photographer popped down with a smart looking camera and lighting. They proceeded to take lots of different photos using our products and the props, together achieving some great looking photos that really enhanced our products. We are really pleased with the results, the fast and professional service and not to mention the increase in conversions on our website!

Business Owner

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