The Challenge
Marshalls is the number one pasta brand in Scotland – a household name – famed for their Macaroni (in addition to baking products Semolina and Farola), but had struggled to gain the same traction south of the border.
At the same time, the instant pot-snacks category was growing swiftly within the UK – a category Marshalls had both the capabilities and the expertise to compete in.
Marshalls came to us with an excellent vision, looking to truly bring their brand to life in terms of brand development, activation and management.
The strategy
We started off by carrying out a food market research piece ahead of developing a Value Proposition canvas, to ascertain the most suitable and desirable positioning for the brand in the UK pot-snacks market.
We then brought the brand value proposition to life through the development of three compelling branding concepts, from which Marshalls and ourselves selected and refined the most relevant concept, executing this across all branded SKUs.
From this, our food marketing team worked closely with Marshalls to successfully develop and activate the brand in the UK market. This included website creation, trade advertising, sales support, and the planning, management and delivery of a stand at the UK’s largest Food & Drink show. A well-rounded food marketing project!
