Growth Platform
Foodservice Provider
Global
2021
From Sustainability Activism to Mass Market Success
The client is a service provider dedicated to combating food waste through an online platform connecting food service and industry with consumers. The company demonstrates to be successful as they have rapidly grown from a local to a global business, being one of the leading players in their category. But growth goes hand in hand with challenges. Find out below how we have supported them overcome them!
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The Challenge
With rapid growth comes the need to strengthen the brand’s core identity and internal alignment around the brand’s purpose. The brand’s purpose is ambitious with a focus on a sustainability cause, but this results in the challenge of reaching a wider audience in the mass market, where motivations are not driven by sustainability.
The Need:
- Define the target audience and the value proposition for them.
- Establish the brand’s category and market positioning by understanding the competitive landscape
- Develop a cohesive brand strategy that reflects the company’s identity and purpose that resonates across all stakeholders
The Solution
#1 Consumer-Centric Approach
Understanding the target audience and their motivations is critical to unlocking growth – and to create a new daily habit, the client must comprehend both rational and emotional consumer benefits, clarifying who the brand serves and what benefits it offers.
#2 Strategic Positioning
In a crowded sustainability landscape, the client must differentiate itself further and take a prominent position to stay ahead.
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The Result
Recommendations:
#1 Turning the mission into an everyday positive habit
Having a purpose is critical but you must ensure to anchor it as an everyday reality so that consumers can join that mission on a daily basis.
#2 Find the highest common motivating benefits among consumers
Find a common motivating benefit among your different consumers and unite them based on aspiration rather than rational benefits.
#3 Define and own the category
Clearly identify and carve out your distinctive space within your industry or market segment that you can own. Become the go-to choice for consumers seeking solutions or products within that specific category.
#4 Keep the brand promise simple, engaging and positive
An effective brand promise can serve as a guiding light for your marketing and consumer engagement efforts, helping you build trust and loyalty among your audience.
How to unlock growth?
- Have a consolidated brand positioning for diverse consumer targets.
- An overarching emotional benefit that makes the mission relatable to multiple consumer targets.
- Clear dominance to reposition competitors and strengthen market leadership.
This strategic evolution positions the client as a unified brand, bridging the gap between activism and consumer convenience. Through a deeper understanding of consumers, strategic positioning, and a refined brand essence, the client not only strengthens its market presence but also empowers consumers to embrace food-saving practices while feeling good about their choices.
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How can we help?
Are you a change-maker in your area? Do you have a similar challenge? Contact us here and let us show you how we can create change together.