New product launch based on strong research and consumer insights
Project: new product launch brand proposition, product development (flavour, texture and nutritional profile, size, price, shelf placement, pack design), advertising, collateral, promotions and all copy associated with website.
Golden Circle wanted to enter the baby food market, but gaining share from giant Heinz seemed almost impossible – others had tried to launch without success; we needed to find clever, strategic insights to gain a foothold.
Working closely with nutritionists, specialist infant health care workers, government bodies and retailers, we developed a range of 53 baby foods and 4 lines of age-appropriate infant juice.
Chief General Manager Supermarket Buying and Marketing for Woolworths, Bernie Brookes, said of the launch,
“There have been some remarkable new entrants into markets dominated by one player that have gone on to be great successors. Virgin Airlines as they took on Qantas, Optus as they took on Telstra and you would have to put Golden Circle Baby Food as they enter in the Baby Food aisle that was dominated by Heinz.”
The range went on to win some prestigious awards for marketing excellence, including the coveted AMI Overall Winner Marketing Excellence.