Finding the kernel of difference for American Pistachios
Photo by engin akyurt on UnsplashThe challenge
American Pistachio Growers wished to expand their distribution across Europe and focus in a growing market on the unique eating, usage and health qualities of pistachios versus other seed, nut and pulse competition.
They wished to gauge and stress test key messaging and communications in UK, France, Italy, Spain and Germany to ensure both a strong trade sell-in and compelling consumer pull.
Our approach
We designed and ran an online quantitative survey with target consumers in the five growth markets and explored first the rational and emotional role of nuts, seeds and pulses in their snacking (health and pleasure) repertoires and gauged market shape and scale.
Having gained a landscape understanding we tested distinction, relevance and ‘pull’ of a series of pistachio-focused consumer messages, exploring the gamut of California provenance, taste and texture, health credentials, performance, snacking and cooking versatility.
We then explored the ‘where, when and what’ of optimum media and channels to best deliver the American pistachio messaging to the target.
Results delivered
The research highlighted distinctive taste and health benefits and more ownable snacking occasions for pistachios as well as providing clear pointers on the best media as a channel for communicating the American Pistachio difference.
“I was very pleased with the research results which have informed key strategic decisions”