Rebranding Strategies Rejuvenate Struggling Brand
Sell-through and market share for Hain Celestial’s Walnut Acres juice and soup products, had weakened across the United States. The brand was loosing shelf space to rival, multiple-segment organic brands with stronger brand loyalty and better taste. Avocet was brought on board to create a national print campaign and in-store POS materials that would: drive awareness and excitement; generate trial with new users and, stimulate increased purchases with existing users.
Throughout the strategic marketing development process, Avocet focused its energies on understanding the primary consumer demographic profile: Urban, affluent, college-educated mothers, 30-55, working part-time in a professional setting or choosing to stay at home with children.
We developed a focused marketing campaign, “OurGanics”, that leveraged targeted media placements in lifestyle and health-focused publications. Avocet also developed in-store promotional programs that introduced the health benefits of Walnut Acres by using chef-inspired recipes and health facts.
Through initiating product trial, Avocet was able to develop and increase brand loyalty within six months. Shelf space broadened, revenue increased and additional products were released.