Through syndicated data analysis and development of private label business, we knew that the shelf-stable spices and seasonings category was become increasingly stratified, with private label on one end and premium brands on the other.
The challenge facing Simply Organic was to hold and grow its position as market-share leader as super-premium competitors entered the market. These entrants were rapidly changing the dynamics of both price integrity at the shelf and retailer expectations for trade spend support.
As early adopters of the USDA’s National Organic Program, Simply Organic recognized an opportunity to solidify market share through launch of a premium subline with a distinct story, and pricing and trade spend strategy: Single Origin by Simply Organic.
Positioned around nuanced flavor for experienced at-home chefs, the launch campaign featured the new items in context of seasonal recipes with high appetite appeal.
In close partnership with the Innovation Brand Manager, we led this project from concept to launch during Covid-19 (March 2020-June 2021). This timing required solving for supply chain constraints and storytelling limitations, as well as responding to constantly changing market dynamics visible through syndicated data analysis.
Key areas of brand management leadership:
Qualitative consumer research (focus groups)
Product line communication strategy
Pricing and channel strategy, based on syndicated data (SPINs and Nielsen) analysis
Developed fact-based selling story and trade communication, relying on syndicated data and focus group research
Consumer campaign strategy and production
Key results:
New item placement at three grocery retailers within 90 days of launch, including one national banner
Out-performed launch velocity targets at key grocery retailer within first year
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