Traditional research pointed to a consistent insight as to what drove shopper choice, and every brand had very similar activation as a result.
But it wasn’t working.
The categories were flat over this period, with no brand pulling ahead. Retailers (e.g. Walmart) were impatient for new-news, as competitors like pizza chains were continually eating into retail volumes over this crucial period.
Our psych profiling revealed a deeper motivation as to what truly drives brand choice around Summer shopping. We briefed the team and agency, which created a very different activation plan than years past – circulating around a unique digital program.
Out in the real world, application of our deeper consumer understanding unlocked incredible growth of +10% vs. the previous summer period.