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Industry / Company
Savencia Cheese USA BRAND: Alouette®
Alouette® Says “Bonjour” To Brand Reinvention.
Crisp Audience & Positioning Leads to Holistic Brand Reinvention and Reverses Decline
CHALLENGE
- US is smallest market in global company’s portfolio
- Brand’s roots are French, but not as relevant in US
- Deli cheese highly fragmented with single-digit US household penetration
- Brand is a close #2 in US; very small marketing budget
- European-based leadership declared US brand growth as top and urgent priority based on whitespace opportunity
- Vision for brand to stretch into adjacent categories
SOLUTION
- LPA partnered with research company to create a data-based consumer segmentation
- LPA recommended strategic target based on new segmentation and aligned with CEO
- LPA conducted robust opportunity audit to identify options for the brand to differentiate vs. competition on the most meaningful attributes to the brand’s new audience
- LPA developed two positioning options with strategic advantage, facilitated workshop with multi-functional and agency partners, and aligned on a final, refreshed brand positioning
RESULTS
- Positioning inspired new brand advertising campaign and packaging redesign
- Reversed brand decline
Client Feedback
“The positioning work LPA did was the catalyst for our brand reinvention. I still use the language in our positioning to help guide the team and make decisions for the brand.”