Challenge: After experiencing significant sales growth, al fresco, the leading gourmet chicken sausage brand, initiated a rebranding effort to include new packaging and a multimedia brand campaign.
Objective: To explore and confirm the optimal brand positioning strategy and opportunities for further expansion.
Solution: Using discussion groups, Plan-it conducted a deep dive exploration among al fresco consumers and prospects into consumer perceptions of the category, response to the al fresco concept, potential positioning directions, and optimal packaging. Consumers were asked to shop from a mock refrigerated store shelf and explain their decision process.
Result: Plan-it made recommendations for al fresco’s communications platform, and provided tactical suggestions for effectively encouraging trial of the brand as well as line extensions that would generate the most interest among key targets. Since completion of Plan-it’s work with al fresco, the brand has continued to thrive and grow, recently expanding its line to include all-natural chicken franks and turkey breast.