Understanding which of your two brands is strongest and drive sales in a commoditised category to a disinterested consumer base, were just a few of the challenges facing our team when we began the project to help Bacofoil recapture what made its brand great in the first place.
Through collaboration with the internal team, we were able to conduct a series of insight generating sessions to uncover brand stories that would resonate with a fragmented audience, whose relationship and perception of the brand changed relative to their age and lifestyle.
By concentrating on the brand with the greatest heritage and most potential, we have successfully moved the brand away from being seen as just a seasonal necessity or kitchen aid to being about making everyday food great.
Our work has seen a new brand identity, where ‘brand’ is now hero, distinct product names and a completely new look for their entire range of SKUs. As part of the comms strategy, we’ve even created a series of “tips from our cooks in the kitchen” for on-pack, as well as across social media, PR and advertising.
The brand’s message will now encourage consumers to ‘Cook, Eat & Enjoy!’