Not just any old creamy
From lost child in aisle five to a must have date for any yoghurt lover, we have loved helping Piako stand-up and be noticed.
In the bright shiny lights of the supermarket it was being a bit shy and coy. Hard to find on shelf, sales were reflecting this. Which was a pity, because the product really delivers. One spoonful and you realise this isn’t just any old creamy yoghurt. But with a tight loyal fan base, we couldn’t give it the full Gok Wan. Therein lay the challenge, delivering an identity transformation to turn Piako from wallflower to belle of the ball, whilst remaining true to its farmers’ market self and the reality of the product experience.
With significant market share gains in just three months in the face of severe competitor price promotion, it goes to show successful brand transformations inevitably come from the inside-out. Look for it next time you’re in the chiller aisle…you won’t miss it.
Results: Put Piako back into growth & increased market volume share by 4%, with no additional advertising or promotional support.