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Backyard Farms

Posted in: Brand Positioning & Development, Food & Beverage, Qualitative Exploratory

Backyard Farms

Challenge: Plan-it worked with Backyard Farms, 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 recommended an optimal positioning platform and packaging concept for a hard launch. Backyard Farms now has their locally grown tomatoes in 7 states and more than 30 different grocery chains.