Complete renovation to achieve category distinction with millennial moms.
Red Gold, a leading canned tomato producer, aimed to revitalize its 10 oz. diced tomatoes and green chilies line in a competitive market. The challenge was to break through consumer loyalty barriers and attract Millennial moms, a key demographic with significant purchasing power that no other brand was targeting
We developed a strategy to create a new sub-brand targeting Millennial moms, leveraging insights about their preferences for convenience and creating memorable food experiences. The approach capitalized on trends in comfort foods and easy-to-prepare meals.
The new packaging design resulted in a 15pt increase in purchase intent among the target audience. Three months post label change, Red Gold saw a 2x increase in sales for the product line.