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. 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 the importance of emotion in their market and saw how emotional needs such as contentment, adventure and playfulness played a role.
Indeed, the research identified that, at an emotive level, the client’s two leading meat brands, were competing head to head with a high degree of overlap.
Plans for growth
The new strategy was to pull the brands apart at an emotive level and the decision was made 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. Market share for the portfolio and both leading brands has increased significantly since re-launch in early 2010.