The challenge
The chilled food market leader needed a roadmap for customer acquisition and long-term growth in the chilled meat category.
Our approach
Our NeedScope study looked beyond the functional benefits that had previously defined the category, to identify the real drivers of choice and the potential for irresistibility.
The insight
A tendency to differentiate brands only at the product level resulted in unmet emotive needs around contentment, adventure and playfulness. 
Pulling individual brands apart to differentiate them at the emotive level could build irresistibility for the portfolio as a whole.
Impact
Increased market share through a portfolio of differentiated, irresistible brands with stronger linkage between emotive and functional needs.
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