As a business focused on selling pasties to the bake-off trade for reselling using retailers’ own labels, Crantock Bakery wanted to research and develop a strategy and plans for a new direct to consumer brand.
Team working to develop hypotheses and design packaging and create mock-up advertising and brand ideas. Creative work followed from previously identified food ‘brand archetypes’.
Research with both men and women in the North of England, Midlands and London to explore reaction to pies, pasties and Cornish produce. Also creative exercises to develop a new consumer brand.
Qualitative-quantitative taste tests and surveys to assess and optimise products and pricing.
Debrief and working sessions with client team.
Insights identified and food marketing strategies developed for a new ‘Cornish’ bakery brand covering brand name, positioning, and personality. Also product and packaging design, communication and pricing. Products now launched and listed in major grocery retailers.