Finding the right brand and on-pack messaging for a successful launch
Photo by Prudence Earl on UnsplashThe challenge
Pollen + Grace, the premium vegan meal box brand wanted to optimise their salad box go-to-market strategy. They knew getting branding and on-pack messaging right was key to balancing differentiation with health messaging and appetite appeal.
They needed a scaled view of how best to tell the brand story and which key messages would engage the hearts and minds of an audience beyond just vegans, in this rapidly evolving category.
“This helped us identify crucial customer insights, which ensured a successful launch of our salad boxes in the market”
Our approach
We recruited a Panel of 60 consumers who were health-minded foodies and regular consumers of fresh ready meals to explore with them the meaning and appeal of branding options and desired role and weight of supporting health and provenance messaging.
We drilled down from category issues to exploring preferred brand descriptors and taglines and then probed appeal and desired hierarchy of FOP and BOP messaging: from sourcing to provenance to food sensitivities and RDAs. Pollen + Grace was able to rapidly define core brand messaging and key on-pack supports to give the best stand-out.
The Deepr difference
Scale and context: bringing emotional preferences together with rational needs
Adaptive research: which responded and built on preferences live