Despite strong conversion to regular purchase and even favourite brand status, Charlie Bigham’s still had room to grow by generating greater awareness and creating the understanding to drive first purchase
A robust and rounded qualitative approach was required. We employed ethnographic work to understand the purchase decision-making process, drivers and barriers and pre- and post-tasking amongst non-consumers to try the product and articulate the experience and associated emotions. A series of consumer workshops then explored strategic positioning territories to facilitate the completion of our Brand FIRST model and to ground future communications, and also packaging, NPD and historical advertising.
Strong and consistent growth has been seen: nearly 20% in value and volume since the research was undertaken with increases in both penetration and purchase frequency.