Redefine the territories of a culinary brand

How to reinvent a 150 years old culinary brand?

A global foods brand needed to revitalize a 150 years old culinary brand.

We took a fresh look at global food trends – everything from “back to old culinary traditions” to new out-of-home eating habits – as well as accompanying users in their day-to-day planning, shopping, cooking and consumption.

In co-creation workshops with cross-functional client teams, we identified five new opportunity spaces, such as:

  • Easy, fresh homemade meals
  • Feel good dishes
  • Daily health assistance

Each opportunity space was the starting point for the development of innovative offer concepts which were further tested and refined with consumers in culinary labs.