Creating a brand that responds to changing consumer behaviour
Categories
Branding, Creative, Events, Photography, Social Media, Website
Elements
Take notice
We were asked by Best Foods to help them develop a brand and proposition for retail customers, which targets consumers looking to recreate the eating out experience whilst at home.
Post Covid there were significant opportunities in retail to capture some of the out-of-home spend by giving consumers restaurant quality products that they can easily cook at home.
The Brief
Our brief was to target ABC1 consumers – those with a higher disposable income, given that this demographic were most likely to trade up from core into a more premium tier.
The Result
The brand aesthetic we created focuses on their vibrant and unique flavour combinations. This is reflected in the photography style that highlights key ingredients. Our goal was to visually offer the experience of food you’d order in a restaurant or gastropub.
This was our inspiration for the strapline – “Eat in. Go all out” as it encapsulates their offering perfectly. We studied other brands in the market and to ensure the packaging design would also stand out in the freezer aisle, making Discover-In an eye-catching and appealing choice for shoppers.
Specifically, we created the brand Discover-In which, when tested with shoppers using the vypr platform, achieved a 91% positivity score with retail customers (shoppers at Tesco, JS, ASDA and Morrisons specifically).
The vypr team fed back that a score of more than 70% is very high.
The name ‘Discover-In’ is fitting for the brand because it suggests the opportunity to explore new and exciting flavours from the comfort of your own home. It highlights the convenience and ease of eating in while still having a restaurant-style meal.
The combination of ‘Discover’ and ‘In’ reflects the brand’s goal of making home dining an adventure and a special occasion, rather than just an everyday routine.
The branded designs also call out the convenience of cooking (serves 2 in 5 mins from frozen for example) and the quality ingredients used. Best Foods had excellent feedback from retailers on the brand design, look and feel.
