Combining flavour and nourishment to better gain market share.

challenge

Big Daddy, a gourmet oatmeal cookie sold in convenience stores and vending machines, was being attacked from all sides by increasing competition. While junk food remains predominant, so-called nutritious options have grown over the past 5 years. The brand was already at a crossroads: settle for stable sales—in a slight decline, in fact—or seize the opportunity to reposition itself in a different and desirable way to meet consumer expectations.

strategy

As brand awareness was good and the product had potential, we decided to delve into the brand’s very DNA—solid value and generous size—while developing the product’s gourmet codes, making a shift towards more nutritious attributes.

objective

Create a strong brand platform that could support a new, more nutritious and energetic product proposal via functional ingredients like oats, enriched wheat flour, eggs, and soy protein.

team

Marie-Ève Caron, planning and brand strategy
Geneviève Grenier, marketing and business strategy
Caroline Reumont, art direction
Nicolas Boissy, graphic design
Élyse Noël de Tilly, copywriting
Josiane Roy-Hétu, project management
Steve Desmarais, graphic production
Alain Sirois, photography
Denis Riverin, photo retouching
Martin Côté, illustration

methodology and insight

Analysis of market trends and the evolution of various functional attributes of the snack category, in Canada and globally (via Mintel). Sensory research to test new product formulations. Quantitative research to measure the appreciation and understanding of the new brand platform. A broad research process to ensure that our proposal for “a cookie that satisfies your hunger, going beyond a mere craving for empty calories” was credible to our target.

putting it to work

Creation of a brand identity emphasizing both the nourishing and appetizing aspects of the cookies. Personification of Big Daddy and development of a tagline—“The King of Cookie Town”—contributing to its positioning as a “satiating” product. Creation of 4 packages highlighting both the taste and the abundance of good ingredients: oats, raisins, big chocolate chunks, and peanut butter.

impact

A 10% increase in sales in the six months following the launch of the new platform.