A new product concept test leading to a successful market launch
THE BUSINESS GOAL
Informed by previous One Picture research which identified the opportunity for Mexican-themed dinner offerings, Goodman Fielder wanted to launch a range of Mexican kits and products under a newly-created brand name.
WHAT WE NEEDED TO DELIVER
Goodman Fielder needed robust evidence that One Night in Mexico was sufficiently appealing and relevant to consumers to warrant significant investment.
An initial exploratory stage where we hosted co creative consumer workshops to understand how consumers shop for and eat meal kits. This was followed with a robust quantitative online survey among target consumers, to validate key insights around overall appeal and uptake, which SKUs, flavours and components to launch with; ensuring that consumer expectations were in line with the product offering; optimal pricing; and perceptions of proposed campaign strategy and execution.
Based on the insights we gathered and worked through with consumers, and clarity around what makes this product distinctive rather than simply different to others on the market, Goodman Fielder launched this product range in April 2018, accompanied by an impactful national advertising campaign