Industry / Company
Leading manufacturer of snack foods
Challenge
Prior to engaging LPA, company had done a qual and quant research and ideation in an effort to to qualify a restage concept for a rapidly declining snack brand.
- 30 restage concepts tested including a BASES Restager, most falling in bottom quintiles / none meeting success benchmarks
- LPA was engaged to collaborate with Insights and Marketing across a 2-month sprint to develop and validate a winning concept for the Brand restage, including packaging and naming
Solution
- Based on review of historical work and research results plus qualitative research, LPA recommended target audience and hypothesized relaunch options
- Engaged/briefed creative agency for naming / packaging
- Created a new set of concepts for conjoint testing
- All work done in close collaboration with Marketing and Insights leadership
Results
- Concept significantly outperformed control in conjoint testing and met success benchmarks; this represented a significant breakthrough (in 2-months) vs. years of past work
- Successfully qualified a name that outperformed current
- CMO decided to delay re-launch due to other more pressing investment priorities; Brand was later re-launched successfully with our work/learnings incorporated
Client Feedback
“After many attempts, by partnering with LPA, we were able to unlock the potential of this Brand with a concept that surpassed BASES action standards was consistent with recent successful launches”
Insights Lead