Two out of five baby boomers said they would be unlikely to shop again on a website whose product imagery wasn't accurate.
When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand
activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around
messes into highly relatable Paperbird brand work.
The campaign garnered 69MM+ earned media impressions across traditional and cannabis-oriented publications, nearly 16.5MM video views, and reached #1 on Reddit's "/r/funny" even though Canada has only
9MM Millennials
It doesn't change recipes as frequently as subscription does. It's a one-off purchase that allows for trial. It feels and looks like a meal kit, extending the brand's equity.
Chobani works with one partner very closely. By doing so, it mitigated the complexity of a partner like Facebook or Google, allowing the team to focus on getting the job done.