A food company co-op was looking to increase brand relevance with its grocery trade members and end consumers. (Grocery retail was managed separately from its foodservice business).
Extending the consumer brand required obtaining where-to-play and how-to-win insight into existing brand equities, unmet consumer needs, and brand stretch potential.
Opportunites were prioritized based on category analysis and quantitative brand research, along with a sequencing strategy and plan.
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