Branding and Expanding into New Categories
THE CHALLENGE
Having acquired the Cubbison’s brand of products in 2011, the Sugar Foods Corporation sought to leverage the retail brand known for crouton and stuffing to expand into categories and other parts of the grocery store under its “meal helper” platform.
OUR WORK
For this expansion and with the use of our Integrated Consumer Insights (ICI) panels, we created a brand strategy and positioning for the new line of chicken meal-helpers including kits for chicken breasts, chicken wings, and chicken tenders. Additionally, to leverage the Cubbison’s brand, we developed new packaging to effectively convey the new messaging and product.
THE RESULT
The new messaging and packaging enabled Sugar Foods to diversify their product line and brand portfolio while positioning a legacy retail brand into a new part of the store.