Driving Growth for Sweet Snacking

Challenge

Helping a snack brand explore reactions from sweet snackers to a series of creative territories in order to create compelling and breakthrough advertising that will drive growth.

We knew we weren’t starting from scratch. Our job was to take the smart work our client had already done, and use it as building blocks to gauge people’s reactions to a series of sweet treat creative territories.

Approach

We used bespoke approach using deep empathy, strategic insight and fiercely creative ideation to unlock growth opportunities for their brands. We started with a Success Session to set goals, align on what success looks like, and get everyone on board for a fast-paced project. Next, we went through a thorough creative briefing to make sure we were all ready for deep and meaningful discussions in our focus groups.

We then held engaging, virtual focus groups with sweet snackers to dive into how they felt about each creative territory, including its message, its emotional impact, and how it impacted their perception of the brand. After identifying key insights in a collaborative analysis session, we put our findings on paper. We outlined the strengths of the current strategy and offered clear recommendations for improving each creative idea to move the project forward.

Impact

Ultimately, the brand gained a solid grasp of what the future holds for sweet snacking. This included insights into how people perceive and categorize the various creative concepts presented, understanding where their leading brands stand in this landscape, and strategic recommendations on how to develop the concepts further.