To truly understand lovers of this brand, we wanted to do more than just ask them questions; we wanted to deeply immerse ourselves in their overall food world. To genuinely connect with Upbeat Food Explorers on the West Coast, we did online ethnographies, cooked with groups of guys at their homes, hosted Iron Chef-style cooking extravaganzas … and went shopping with our guys to understand his favorite brands and his cooking inspiration. From there, we brought the heart and soul of these meat-heads to life through an documentary style film and and an engaging debrief that brought them into the board room, allowing cross-functional teams to feel close to this audience.
As well as helping cross-functional teams really start to understand their audience, we helped the brand set strategic guardrails for the future — working with them to understand potential territories to play in that stay true to their brand … while linking to the everyday wants and needs of these sausage lovers.
Positioning Tech & Food
A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.Read More
Building a Nimble Innovation Pipeline
Having such a nimble, iterative approach to innovation leads to ideas that can quickly proceed to creative and product development briefingRead More
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.Read More