SECTOR
Baking
SERVICES
Category Vision
OFFICE
London
Markets
United Kingdom
THE CHALLENGE
The Silver Spoon Company could see that most of their category had become commoditised and was in decline. They knew collaborating closely with retail partners was key, but lacked the in-depth understanding of their audience required to be true thought leaders.
THE APPROACH & INSIGHT
Through a survey, group baking workshops and in-home bake-alongs, we segmented the UK bakers, gathered a deep understanding of the functional and emotional role of branded baking ingredients, and unearthed a key consumer insight that inspired and excited key stakeholders.
The work introduced a way of thinking and talking about consumers that unified the business, the key insight transformed the way the business thinks about their category and its growth, and the clarity of the work equipped the team up to strengthen their relationships with key retailers. Want to work with the thought leaders driving your category forward? Let’s unearth that insight together.
After the strategic presentation to the sales and marketing all-hands, the whole business is now talking a different language. We couldn’t do this from the inside out, it needed an external voice to change mindsets within the business and galvanise them around the growth opportunities. It’s made everyone see things differently.
Louise Stone – Senior Insight Manager, The Silver Spoon Company
