Branding

B2C Case Study

The greatest risk in the branding exercise is the rush to get to the creative assets on the far end of the process when it is the front end of the process that will make or break the results.

B2C: Easy Meals with Olive

Background

Usage of Deli Prepared Foods is highly concentrated, reflecting poor conversion in trial and repurchase
Unaided awareness of Deli Prepared Foods as a meal solution ranked below all of the other major options (dine-in, takeout, delivery), especially during the critical 4:00 PM time frame
In EVERY major food retailer, satisfaction with the Prepared Foods area of the store is below satisfaction with the overall shopping experience of that retailer

Current Situation

The consumer perceives the Prepared Foods area as a collection of products, not a SOLUTION
When provided with the additional information required to build a meal, satisfaction with and loyalty to the retailer increases, as does purchase freuqnecy and willingness to recommend

Objective

Raise awareness of Deli Prepared Foods as a meal solution, overcome barriers to trial, and drive repurchase and trip frequency

Strategy

Utilize the principles of Educate & Inspire (teach me what to do and give me the confidence to do it) across the purchase journey and build a connection with the consumer based on relatability and trust

Enter Olive

Every story needs a storyteller. Chefs are respected, but intimidating. Corporate brand representatives are not trusted. We crafted a persona who is relatable (like your next door neighbor), engaging (funny and maybe just a little quirky), and trusted. The number one thing you want out of your dinner is that you are proud to serve it–and Olive can help you do that.

Here’s a video we created to provide retailers with an overview of the Olive program:

Olive Overview

The Purchase Journey

Pre-Shop

Digital Platform–Consumer Website

http://www.delianytime.com/Meal-Ideas

In-Store

Post Shop

Results

In a 170-store test over a 90-day period, a retailer achieved an increase from department sales tracking -5% over prior year to +12% over prior year, without any new product introductions or price promotions.

What makes this program so powerful is that it is rooted in a deep need for a provider to serve meals that their proud of, and which, in turn, validate them. They don’t want to be manipulated, they want to build a relationship with a trusted advisor. The Human Scale is in the need, the emotional payoff, and the sense of connection.