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’


Solving problems

Despite multiple attempts to play ‘catch up’, traditional salty snacks were in danger of being left behind as the consumer explored new flavour experiences

Creating opportunities

We identified the delicatessen as a powerful reference point for distinct and aspirational flavors.

And Red Rock Deli was born.

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