Changing Packaging Design & Messaging
One of the UK’s leading poultry suppliers wanted to improve their packaging across the frozen category, looking at design, on pack messaging and functionality.
The aim was to:
- Explore the confusion around current packaging
- Provide clear recommendations for the features of the new packaging range
To achieve these aims, we set up creativity groups that kicked off with the customers’ pre-work that focused on their packaging frustrations. We then used gamification to elicit the customers’ implicit thoughts on a variety of packaging styles and to establish the key attributes of the perfect frozen poultry packaging.
By overlaying the findings from these groups with the qualitative data from an online survey, allowed us to explain;
- What the weaknesses of the current packaging were and why
- What the most desirable attributes for the packaging were and what problems they would solve