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Category vision: A retailer-facing vision of the responsible protein category.
Client
Market leader in alternative protein
Services
Communication
Background
Large supermarket retailers expected this major player in 'meat free' products to take a leadership role in defining the future of the category in store.
They needed help to bring together their wealth of data, from future trends, insights and competitor analysis, into a coherent story that the whole organisation could get behind.
Approach
We helped a cross functional leadership team develop and communicate a compelling future vision, to reposition 'meat free' as 'responsible protein'.
Through a collaborative process, we created a category vision story, evidenced by market, competitor and consumer data, and a category vision booklet to leave behind with retailers.
Impact
Cohering the 'responsible protein' category
Creating a category vision helped to cohere a range of meat substitute and alternative protein brands under a common umbrella.
Bringing their salesforce on the journey
By developing and communicating this story of change, we helped the company sell its vision to its salesforce.
Cementing the brand as category leaders
The category vision helped the company reset relationships with retail customers on a more pro-active footing.
Our work in action
Category vision
Market leader in alternative protein
Category visionMarket leader in alternative protein
Change vision and journey
Top 10 Global Art and Design School
Change vision and journeyTop 10 Global Art and Design School
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