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
Creating a category vision helped to cohere a range of meat substitute and alternative protein brands under a common umbrella.
Brought their salesforce on the journey by developing and communicating this story of change to sell its vision.
Cemented the brand as category leaders as the vision helped the company reset its relationship with retail customers on a more proactive footing.
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