CASE STUDY: Red Rock Deli
Industry: Snack food
Challenge: Category relevance
Unravelling the complexity of people
The late 90’s was an era of rising
interest and expectations around “flavor”.
The result was much confusion around many of the concepts we had taken for granted – including what it was to be ‘gourmet’
Despite multiple attempts to play ‘catch up’, traditional salty snacks were in danger of being left behind as the consumer explored new flavour experiences
We identified the delicatessen as a powerful reference point for distinct and aspirational flavors.
And Red Rock Deli was born.