Expanding A Market With The The Next Generation Of Healthy Snacks
STORY
Our client, a major grocery company based in Istanbul, focused on strengthening its global leadership position after the acquisition of a chocolatier and baked goods company through one of its subsidiary Companies. The brand is firmly established in the baked and confectionary goods category, where new stringent food legislation coupled with a growing consumer desire for brands to support their health, wellbeing and on-the-go lifestyle pose a challenge to its business model. How could we turn these challenges into a major opportunity for our client?
The Ogilvy Wellness Practice was tasked to review 10 of our clients’ baked and confectionary brands, and examine how to extend its current brand portfolio into more relevant consumer propositions with proven health and wellness benefits. We were also asked to develop new product concepts for testing to support the client’s Wellness vision.
SOLUTION
Working with the the directors of this grocery company’s newly established Health & Wellness team, we co-created a process that mixed our proprietary thinking and tools with their existing brand and corporate processes. We worked as an agile SPRINT team, progressing from initial brief to 40+ new product concepts developed for testing in in less than 3 months.
We worked with Marketing and R&D collaboratively in two separate workshops. First, we framed the ask, refined the brand architecture for 10 products to focus on Health & Wellbeing, and plotted the brands according to our proprietary wellness brand planning framework. Second, we immersed ourselves in multi-sensorial stimulation and future food trends and ideated new product concepts that could form Health & Wellness line extensions for the 10 brands. The shortlisted 40+ concepts were translated into 3D prototypes and produced for testing.
