Challenge: Plan-it worked with a New England grower of tomatoes on the vine to help build the brand throughout the New England grocery market.
Objective: To develop a positioning strategy and supporting marketing strategies to drive brand penetration across New England grocers and gain competitive advantage.
Solution: Plan-it conducted exploratory work among tomato buyers in key New England markets. Buyers were asked to shop from a mock grocery perishable shelf and evaluate:
- Which elements of the brand’s concept offering resonated most among consumers
- The most compelling messaging directions
- Alternative promotional materials and packaging design concepts that would maximize interest and trial of the brand
Result: Plan-it helped develop an optimal positioning platform and packaging concept for a hard launch. Backyard Farms now has their locally grown tomatoes in 7 states and over 30 different grocery stores.