comms & activation for A Million & Me.
Children in Need assigned £10m to plug the gap in mental health support for 8-13YO kids showing early signs of mental health issues. We distilled audience insight and identified engaging audience campaigns to workshop a proposition and activation to connect and galvanise kids, carers, teachers and peers.
reviving Harveys for a new generation.
Harveys had to down-age and boost resonance with 30-50s and revisit its unique quality story to inspire a brand refresh. We co-created a new positioning and brand identity with a bespoke target consumer panel, re-telling Harvey’s unique story and showcasing its versatility.
an audience-led strategy for M&S food.
M&S’s fresh produce team needed to reinvigorate their grapes category offer across all aspects of the mix. We ran an ethno-shopper study leading to an insight-led ideation and test, to shape a new strategy for an M&S-ownable category proposition, supporting in-store ranging, navigation, formats and comms.
a case study in more detail.
Onken: Reviving defensible brand difference, DNA and future pipeline.
Emmi Dairy’s Onken brand created the UK probiotic yogurt market but the exponential growth of the category was leaving the brand behind and eroding its proud point of difference.
We designed an integrated brand positioning, architecture and NPD programme. This built on insight from an Onken online community: to understand with loyals and targets what made the brand tick, how this should be expressed on pack and in comms, in words and visuals.
We applied this insight and food and health trends into candidate brand positionings with supporting flavour and NPD pipelines. These were then iteratively tested with further target consumers to understand how the brand could credibly and ownably renovate and innovate (including re-telling the probiotic story).
The winning refreshed positioning then informed a definitively ownable Onken flavour strategy and onward pipeline plan.
“Your insight on Onken, and ability to understand consumers and get to the nub of the challenges we were facing was hugely influential in informing our brand positioning and future strategy”
— Emmi Marketing Director
