Cooking up a strong brand platform

The frozen pizza market is crowded and our client needed to carve out its own role and purpose both within the category and the business’s wider portfolio. With a lot of untapped potential, we needed to move beyond being functional benefits alone, building a greater emotional connection with the target audience, developing a unique and relevant brand positioning to serve as a guide for future brand communications, pack design and beyond.

Immersing ourselves in the worlds of the target consumer enabled us to identify their needs and occasions where the brand could have a unique role to play. Turning insights into territories, we focused on the story to drive the brand forward, with a clear and compelling brand platform, guidelines around execution and thought starters for comms and innovation.