CASE STUDY – WOOLWORTHS
Challenge: Unify 26 disparate categories of convenience meals, into a complete customer solution for Woolworths
WHAT MATTERS TO PEOPLE?
Convenience meals were a necessity – but customers wanted to be free from guilt.
WHAT DOES THIS MEAN?
We needed to eliminate the guilt associated with convenience & compromise.
WHAT TO DO ABOUT IT?
Eliminate ‘convenience’ from the lexicon.
Become the ‘new normal’.
Be mainstream, not niche.