- Research Intent: The client was a well-known grocery chain and it was considered to be a fierce climate for food activists. Organic products were in their infancy, expensive with unclear guidelines and limited to specialist health food stores. The client needed to understand if it was possible to credibly and commercially launch it’s own private label organics line.
- Integrated Design: We created a hypothetical segmentation which was a lynch pin for the study, key to recruitment and framing the solution. The study was composed of self- ethnographies and focus groups.
- Insights highlighted the need for organic products to become more affordable and accessible. Positive benefits were acknowledged for the baby market and the client’s brand was felt to be credible enough to deliver on the organic promise.
- Actionable Insights: The recommendations to launch an organic line under the store’s own brand were acted upon. It successfully pre-empted the launch of Whole Foods into Canada and provided outreach for food activists. In addition it elevated our client’s food offer and sales outperformed the leading store brand for health food options.
