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: Plan-it conducted a deep dive exploration among al fresco customers and prospects into their 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 recommended a strategic 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, expanding its line to include all-natural chicken franks and turkey breast.