WHSmith+ Good Sense Research.
Revitalising Food-to-Go for WHSmith
The Brief
WHSmith were planning an extensive relaunch of their food to go offer in travel channels to appeal to current and non-WHSmith food-to-go customer groups.
In depth exploration of brand name, pack design and format was needed. GSR were approached to inform brand and pack developments and ensure WHSmith capitalise on this opportunity.
Key Services for the project
Qualitative listening groups
Quantitative online comms testing
Innovation expert feed in
The Results
The qualitative phase allowed interrogation of the brand routes with consumers, identifying areas for optimisation in design, messaging and naming.
Following refinement of the creative, the quantitative phase gave clear direction in the winning route to take forward, and included exploration of key sub-groups to ensure the new brand would resonate with all.
The clear results allowed WHSmith to move forward confidently with the winning design, including considerations for the future around range and messaging and service extension, utilising the brand equity represented in packaging execution.