Repositioning the Edmonds brand using needs-based territories


Edmonds is an iconic New Zealand and Australian brand, synonymous with home cooking. Given it is an institution, the challenge for us and the Edmonds team was to maintain the existing equity, whilst looking for a refreshed positioning to future proof the brand moving forward. Our brief was to keep the brand relevant in today’s world given the resurgence in home baking, yet stand out against the competition of alternative cake and bread brands.


In order to get to the heart of what the Edmonds brand was about, we spoke with specifically recruited consumers about baking overall – why they bake, what they bake, how they feel about baking as a category. It was from this initial insights that we identified the core needs of the category, mapped these onto a strategic framework we use before we developed a collection of potential repositionings. Working in an agile way by incorporating consumer feedback throughout ensured we identified the most compelling direction. 


This iterative method of working not only enabled the Edmonds team to be part of the journey and get closer to their target consumer base, but it meant we discovered which repositioning brand direction positively changed consumers’ attitudes toward the brand. From this work, Edmonds were able to develop a new campaign, look & feel for their website and tweak their existing brand proposition to increase market share and sales.

If you would like to know more about NPD, brand perceptions and positioning work, reach out to Carl at CarlC@onepicture.com