Manor Farm

WE DEVELOPED

Our Challenge

Reinvigorate the increasingly commoditised fresh chicken category, making it more relevant to both shoppers and retailers.

We executed an ‘insight to action’, category development project. The outputs helped Manor Farm transform the Fresh Chicken aisle, creating a win-win solution for both retailers and suppliers.

V360° INSIGHT & STRATEGIC PLANNING APPROACH

In-store shopper observation circa 1,800 shoppers, across 10 stores (4 SuperValu, 3 Tesco, 3 Dunnes Stores).

In-home meat consumption & purchase diaries: 242 people – 75 households – 1,015 meals.

The research informed our three way insight and creative idea, which were key to our clear roadmap for growth, both for Manor Farm Irish Chicken and retail partner SuperValu.

WE DELIVERED

Insight


Show me simple meal solutions that will appeal to the whole family.

Creative Idea


Tasty meals made easy with chicken.

Shopper Behaviour


Transformed in-store shopping experience on the key pillars of Ease, Economic, Entice and Experience.

Sales Uplift


Uplift from 8% to 25% multiple SKU purchase from fixture.

Category Sales uplift circa 30-40% YoY.

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CONCEPT DEVELOPMENT
CUSTOMER REACTION

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