CLIENT PROFILE - KITCHEN CREATIONS
GROUND UP BRAND CREATION
When Homestead Foods approached Phase3 to create a new retail brand, packaging and promotional strategy we knew the pathway with this client was always going to represent a very high quality product offering. In this case the brief centred on creating a space in market for creative "home chefs" who love great food and easy recipes- but have little time to prepare traditional ingredients and bases at home.
The packaging and brand is designed to inspire home chefs to "make it easy and make it your way". Market (and Online) success has shown the concept of Kitchen Creations Naming delivering quality meal bases in a quick achievable packaged format is a great fit for todays busy consumers.
Online research has shown that our target audience predictions of 24 years to 65 yrs 60/40 female male split is right on track for buyer expectations.
GROWING THE BRAND FROM SCRATCH - GETTING NOTICED
The BIG challenge with any new brand or product is to 'create a distinct brand personality'. At the same time delivering a message of trust and quality and ease of use - delivering on the product promise. This was achieved on limited budget with a mix of media including, in store tasting /product sampling at point-of-sale - which demonstrated the flavour profiles were most appreciated by target consumers. This was complimented by targeted Online marketing to create a loyal fan-base and using quick fire recipe videos to generate confidence and stimulate sales conversion.
Short videos accentuated our positioning of 'Make it Easy, Make it Your Way'. Videos were used as part of the Online marketing strategy to boost search and product engagement.
GETTING NOTICED ONLINE
Kitchencreations.nz Online sales was introduced to ensure consumers all over New Zealand could access the outstanding, authentic tasty products and recipes on offer.