Expertise in developing breakthrough food marketing strategies
Goodman Fielder's Launch of Lawson's Bread
- The task was to launch a premium priced bread brand through supermarkets that could counter the inroads made into the category by the local and branded bread shops with more authentic traditional styles of bread.
- Our role included trend identification, development of positioning territories, market testing, creative development (packaging, advertising, merchandising) and go to market strategies.
- The success exceeded the companies highest expectations achieving sales 2 1/2 times ahead of what was regarded as an optimistic target. High demand saw the brand rapidly role out to other states and retail channels.
- Most successful brand launch in Goodman Fielder history.