Customer Focus 1
Create a clear brand positioning to differentiate Border Biscuits, and increase listings/distribution.
The business solution
Consumer usage and need states were reviewed and we identified a new insight showing strong consumer interest in authenticity & natural recipes more than just ‘extra indulgence’.
This led to a repositioning of the brand in the premium sector, focusing more on brand than product.
A re-design of the new positioning by the company, conveyed the ‘hand-crafted baking process’ using vibrant natural colours and a master brand system, which still allowed product personalities to shine.
We have recently helped on further refinement of the brand positioning, which led to a packaging reduction programme that is saving 700 tons of material a year.
On going activities include working on the development of a five year plan, plus exciting new product innovations and work on new outlet types for the brand.
When BB look to get greater insight into our category, we turn to Levercliff to support us...
MD & Founder