Fourth generation biscuit brand gets a new brand and a new opportunity with a top tier supermarket

About the business

Our client was a family-owned business manufacturing biscuits and related products with a focus on shortbread. The company had significant capability in food manufacturing built over multiple generations and strong relationships with most major retailers in Australia and New Zealand.

The Challenge

The company generated the majority of their revenue during the seasonal Christmas period, where sales of shortbread dominate. The everyday market (the remainder of the year) for Shortbread is considerably smaller and the brand also had a small market share during this period.

Whilst the company had been successful for many years the distorted sales distribution throughout the year created major challenges for their manufacturing operations. There was no existing marketing activity generated by the business with promotions controlled by retail distribution partners.

The management team had identified the opportunity for a new brand and needed support to deliver this project and successfully launch the brand in market with key stakeholder groups.

The Customerit solution

We conducted foundational customer research across end consumer and retailer groups to gain a better understanding of their needs, attitudes and purchasing behaviours.
The existing brand was well regarded however was strongly linked to Christmas and there was also some overlap between the brand and its major competitor.
New Brand name options were developed, customer research conducted and logistical support provided to facilitate the launch of a new primary brand name across all product lines
The key steps in the buyer’s journey were identified and utilised in the development of the implementation plan
A go-to-market strategy was developed to launch the brand in market and steadily build brand awareness through in store, physical event, digital marketing campaigns and retailer outreach programs.

The Outcome

When launched in market, our client’s new brand was very warmly received. The new brand facilitated our client’s products to be added to the everyday range for a major Australian grocery retailer, significantly increasing brand exposure and revenue.