Challenge
The pie business was not performing, and the business wanted to turn the brand around. A deep strategic review highlighted that consumer's no longer viewed Big Ben as the brand it once was but still loved it. The opportunity was to deeply renovate Big Ben® and set it on a path that would inspire Kiwis the country over to reconnect with the brand and the category.
Solution
Big Ben® needed a lot of things fixed; pastry recipes, most product recipes, packaging and point of sale design was multi-generational, the current brand positioning lacked any kind of aspiration that the target market yearned for.
Activation
Normally the volume of changes needed would be done slowly over a 2–3-year period. Unfortunately, Big Ben® needed to get on track as quickly as possible to meet the businesses strategy deadlines and the business didn't want to pay for the incremental costs that doing changes over years generates.
On the 17th of March 2017 Big Ben's deep renovation launched with a hard change to every brand touchpoint, which meant new pastry recipes, new product recipes, new 4pk products, new packaging for all products, new point of sale for over 1,000 outlets and new advertising that spoke to a brand positioning that resonated with Kiwi pie consumers.
Results
• The product and packaging changes didn't result in negative consumer feedback.
• Claimed value market share leadership within 3 months of the relaunch.
Project Copyright
