The spreads market was in decline in Poland and the Czech Republic, with Rama declining at a faster rate than the category. Having lost its mojo, the brand needed to contemporise its current range to attract a new younger consumer whilst retaining its loyal consumers.
At its heart, our key challenge was to build a longer-term proposition for the brand, with greater health and taste benefits.
Building on the core rapeseed ingredient story, we evolved our strategy and elevated it for a premium range to reach new users.
Moving away from the old fashioned yellow cue so entrenched within the category, our approach was to introduce white as the common colour across all 10 variants, creating a modern, clear and ownable brand-block.
Being a low-interest category it was especially important to distinguish each variant through vibrant, yet natural lid colours, so consumers could easily find their variant.
Since Launch sales have increased in Poland, but have grown significantly in the Czech Republic, proving that the right proposition and positioning can have a dramatic effect - even in a declining category.