Arla MENA – Puck
An innovation pipeline with brand stretch
Arla in the Middle-East and North Africa had set ambitious growth targets for regional Cheese leading brand Puck. We needed to develop a strong innovation pipeline, but also ensure that we had the right brand strategy in place to successfully deliver it. Our key challenge was to stretch, not sweat the brand.
WHAT WE DID:
After developing and roadmapping a 5-year innovation pipeline, we conducted through qualitative research a full brand review to define the brand homeland and where it could – or could not – stretch into. We then defined and codified a clear brand architecture, territory concepts, and practical guidelines to implement the strategy successfully.
Our insights and framework have enabled Puck to carry out its exciting innovation pipeline in a way that further builds the strength of the brand. This included breaking the traditional business silo between Cheese and Cream to regroup a range under a same platform, Everyday Chef Kitchen, which has enabled Puck to successfully launch into the Sauces category.