HOW IT ALL BEGAN
Marketing Accelerator Case Study PRODUCT DEVELOPMENT: UNILEVER
HOW IT ALL BEGAN
THE challenge Â
Develop a health and sustainability conscious Bio brand through which Unilever can extend it’s ‘meal-maker’ convenience food product portfolio to younger users
the requirements
- Concept & Brand Positioning (including sustainability proof-points)
- Sustainably-minded Range Development & Packaging
- Communications Assets
Desired outcome
A healthy, delicious, naturally-based ‘meal-maker’ product range that merges a historical focus on convenience, with foodiness, lifestyle & sustainability trends
THE challenge Â
Develop a health and sustainability conscious Bio brand through which Unilever can extend it’s ‘meal-maker’ convenience food product portfolio to younger users
the requirements
- Concept & Brand Positioning (including sustainability proof-points)
- Sustainably-minded Range Development & Packaging
- Communications Assets
Desired outcome
A healthy, delicious, naturally-based ‘meal-maker’ product range that merges a historical focus on convenience, with foodiness, lifestyle & sustainability trends
CHALLENGE ACCEPTED!
GoDo Marketing Accelerator @ work:
Data & Insights #1:Data
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Together with the Unilever team, we worked to understand what the trends, needs and triggers were for convenience foods within the target audience
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We researched global sustainability and climate reports to understand what we needed to focus on in the product development, in order to create a product that was good for the planet as well as our health
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We researched thought-leaders, industry experts and popular competitor brands to understand the market fully
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We spoke to influencers, dived into Social Media and read dozens of blogs to get a deeper understanding of our consumer and their motivations when buying, cooking and eating food
GoDo Marketing Accelerator @ work: Content & Insights
Using the data collected, we developed key insights and created 4 relevant territories for our product range:
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Easy, healthy food
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Mood Food (focus on emotions)
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Food for the planet/purpose stories
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Functional foods
GoDo Marketing Accelerator @ work: Content & Insights
Using the data collected, we developed key insights and created 4 relevant territories for our product range:
-
Easy, healthy food
-
Mood Food (focus on emotions)
-
Food for the planet/purpose stories
-
Functional foods
GoDo Marketing Accelerator @ work:
Data & Insights #2: Test & Learn
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Using the data & insights collected and produced, we then moved to a rapid test and learn program, to see what our target audience REALLY thought
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 We created digital A/B design tests to inform packaging design
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We performed more digital testing to understand purchase triggers and propensity
GoDo Marketing Accelerator results: 6 months
Introducing MeFood: 4 soups & 5 ‘meal-makers’, available in leading supermarkets throughout Austria:
Introducing MeFood: 4 soups & 5 ‘meal-makers’, available in leading supermarkets throughout Austria:
