I repeatedly research pack design and pack communications for Firefly Tonics, innocent drinks, and Rude Health.
For Rude Health, we needed to compel attention for their - newly listed in 350 Tesco stores - granola. And explain what granola is - it's a new category - and unfamiliar. And compete with all those habitual brightly coloured cereal purchases in the cereal aisle. Off the back of the consumer research we did, Rude Health employed a bright colour, made the word Granola very big, made the product shot appealing (it couldn't be a window for technical reasons but it looks like one), listed out the ingredients clearly.
Nick and Camilla Barnard of Rude Health asked if I could help with some questions they had.
I took their new product and, with Tesco's Head office and store permission, put it in the aisle to see if folk noticed it.
I asked customers whether this new product stood out and what it was saying about itself.
I work with founder-led companies. Innocent, Rude Health, Graham & Green, and Jamsmith, wonderful artisan jam made in the Yorkshire Dales.
The values and beliefs of the founders influence the way these companies think about and do business. They are communicated through branding and packaging.
I've also just worked with an individual client looking at his personal 'brand' and how he comes across to clients.
I've just done a project for innocent drinks, interviewing consumers in the aisles.
There is no better final way to check the appeal of a new product before you commit to production runs than to put it on the shelf in the supermarket, and see if it catches shoppers' attention. Do they see it as they come round into the aisle? Do they pause, approach it and pick it up? Does it stand out against its competitors? Will it sell?
In this case, it did. It frequently went into trolleys and off down the aisle towards the check-out. I had to run after people and explain to them that it wasn't quite a finished product, and that, no, they couldn't buy it yet.
I love Rude Health products. Not just because they taste good. But because they are made by a small company who are passionate about what they do and how they do it.
As marketeers of our products and services, we say what we do and how we do it. But we don't often say why. Here's my attempt to define my why.
Why do I love research work for smaller, growing companies (innocent way back in 2004, Rude Health now)?