Optimising Finnebrogue’s launch of a new-to-market product
Driving a new category need
Finnebrogue has developed a revolutionary way to create bacon free of nitrites, preservatives, E numbers and allergens. Early feedback revealed the nitrates message was getting lost amongst other health stories flooding the grocery market. Cutting through looked tough.
Developing a unique identity
Kokoro worked directly with Finnebrogue to create a brand identity that would get its distinctive message across. We used implicit techniques to reveal the mental shortcuts shoppers take in judging whether a product has health benefits or dangers. We identified the semiotic cues that, in an instant, prime perceptions and clinch sales. Outputs helped Finnebrogue to land the message on packaging. They named the final product ‘Naked’ bacon and employed visuals suggesting purity.
Naked is booming!
Today there are 10 product types in the range and it’s made the shelves of M&S, Aldi, Waitrose, Sainsbury’s, ASDA, Ocado, Morrisons and Tesco. Finnebrogue are delighted.
Praised by key figures in the food industry, including MasterChef’s Gregg Wallace and UK’s top food scientist, Professor Chris Elliott from Queen’s University Belfast.
“We got a really clear view on how to progress with the brand which became a pivotal part of our presentations to our retail partners. It’s really difficult to successfully launch an ‘umbrella’ brand across multiple categories, however our distinctive positioning has enabled us to do exactly that and the range will be expanding further in the Spring.”
Tom Cumiskey, Head of Marketing and Customer Insight