BRAND PLANNING & EXECUTION
The Issue
Healthy eating habits had evolved to a point where our client’s ’better for you’ snack brand was being undermined by brands and products with more contemporary relevance. Reformulated products – with supporting comms – had been developed to target consumers’ changing needs but with over £1.5M capital investment the business needed urgent reassurance that this would be worthwhile.
What We Did
Fast turnaround focus groups with current fans and potential customers, to help identify opportunity and potential risks of replacing current product with a wholly new range.
Also understanding impact of design, claims, RTBs and advertising on response to the new range.
What We Delivered
Recommendation that doing nothing would result in demise of the brand with guidelines on recommended brand strategy including honed target and comms mix.
