All the best ingredients
How do you make a difference in a crowded category?
Based on what we already knew about customers and the category, we quickly set about building a refined brand positioning with an agile approach.
The best laid plans
Before the first Lockdown in 2020, Gousto came to us to help them define their core target customer. They had a successful business and needed a better understanding of which potential customers to focus their energies on to drive further growth.
Our plan to create a segmentation for them had to be put on pause as people everywhere started adjusting their habits. But the client still needed our support to maintain marketing momentum in the meantime – the need for new advertising was never more urgent.
Not all boxes are the same
Based on what we already knew about customers and the category, we quickly set about building a refined brand positioning with an agile approach. In online focus groups, we cast the net wide, talking to customers, competitor customers and people who hadn’t yet tried the category and got to grips with their needs and expectations.
We listened and paid attention not just to what we heard, but also what went unsaid about the needs and pressures of mealtimes at home. This then allowed us to create a clutch of exciting insights to build the brand’s new positioning on. The key to this was in being true to the brand’s unique strengths and differentiating Gousto’s offer from competitors.
A Gousto recipe for success
Our new insights helped revitalise the brand and its communications, and as soon as it was appropriate, we got back to work on our original landscaping and segmentation plan. By working closely with the team and understanding what they required to move forward, we were able to give them the ingredients they needed:
- A well-defined, well understood core customer
- A stretch target to help them become the most loved way to eat dinner
- A map of the broader landscape to help them serve more needs and create greater delight in the future