TURNING A BREAKTHROUGH TECHNOLOGY INTO A BIG IDEA
The Challenge
A major consumer food company developed a breakthrough frozen-to-bake format that had high market potential but needed a compelling, enticing, and distinctive brand strategy to ensure consumers connected with the concept.
The Approach
WG started by mapping out early concepts for exploration of consumers’ pain points and desired experiences revolving quick family meal preparation. Through iterative co-creation with consumers, we were able to identify the core design target, the insight unlock, and the Big Idea that a full meal from freezer to table in 30 minutes is “Food that makes family happen.”
The Opportunity
The insights and brand strategy vision created by WG led directly to the development of the new Home Bake brand. “With Home Bake 425°/:30, we’re giving consumers solutions to the pain points we all experience when cooking, and shattering the notion that there needs to be a tradeoff when it comes to quality, convenience, customization, and crave-ability,” said the Vice President of Disruptive Innovation.
