MOTHER'S | case study

ACQUISITION STRATEGY

CHALLENGE

Large cookie manufacturer considering a corporate merger was interested in opportunities to increase the equity and market value of one of its premier brands. The company asked Kennedy Creative to research and audit the category then present solutions that addressed tangibles and intangibles to drive customer acquisition and loyalty. This 95-year-old cookie brand managed a few solid sales leaders, but customers had awareness of only two items out of the brand’s 80 SKU assortment.

STRATEGIC SOLUTION

• Brand audit and ratings analysis revealed packaging and messaging deficiencies on shelf.

• Packaging redesign included brand identity rejuvenation of packaging, imaging and messaging.

• Decision tree plan included information hierarchy, messaging, assortment consolidation, and revised merchandising planogram strategy.

RESULT

Updated graphics improved brand perception with consumers. Better packaging information hierarchy along with a revised merchandising and shelving planogram strategy made it easier to identify and select a wider range of the brands assortment. Within 6 months of the re-launch sales across the brand increased 28% exceeding expectations and meeting its acquisition goal.