Noble Foods approached Turquoise with a brief to undertake a piece of market research to explore and identify the motivating USP’s and ESP of the Happy Egg Co. brand. The research was required in order to drive new TV advertising direction, new product development, media strategy and packaging design for the future.
Methodology and Outputs
A programme of qualitative market research was undertaken with three consumer groups:
- Aware non-users
The study incorporated a psycho-graphic evaluation of the underlying beliefs of the different target groups as well as System DNA, and the research was used to inform existing and potential new ad campaigns to raise awareness of new products.
It was clear from the research that egg purchasing has increased over recent years along with other factors. Eggs are seen as a staple food and their versatility has been assisted by their perceived value. The Happy Egg Co. brand was seen to be intrinsically linked to fresh produce and this key insight was an important consideration for future brand development.