A case study with Inghams
Until recently, the Ingham’s brand received little ‘attention’ with no above the line investment and limited focus on meaningful innovation. Whilst the brand is seen as traditional, trustworthy and standing for quality, it is also associated with being processed and artificial due to the growth in frozen products.
To create a relevant, differentiated, meaningful and competitive brand positioning for the Ingham’s Masterbrand in AU Retail and Foodservice environments.
4 x 2 Hour Focus Groups
Through this research we found that Ingham’s is seen as a high quality, innovative brand for families however was bringing these qualities to a tired category.
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