Our client, a leader in the food industry, with a strong presence in a number of chilled food categories, was specifically looking for ways to grow their meat brands by attracting new customers. They were looking for both short term solutions as well as a roadmap for long term growth.
The category had previously been thought of as largely functional, so efforts had been made to differentiate the brands at the product level. But irresistible brands differentiate on the real drivers of brand choice, which go beyond the functional. A strategic NeedScope study was commissioned to find new ways to differentiate the brands both within the portfolio and against the competition to generate real growth.
NeedScope unlocked a new understanding of the category and, for the first time, the client understood that emotive needs such as contentment, adventure and playfulness played a role and could provide a route to irresistibility.
Plans for growth
The new strategy was to pull the brands apart at an emotive level and to re-launch one of the meat brands with a new positioning, targeting playful needs across key consumer touch points, including a new communications campaign. The result was a portfolio of irresistible brands with better alignment, stronger linkage from emotive to functional needs and more powerful emotive appeal, which resulted in greater market share.
For more information please contact Rosie Hawkins.