Challenge

In 2017, this market-leading fast food producer chose the UK and US to undertake its global, packaging innovation project.  Its aim was to dramatically reduce its use of plastic without increasing overall  material costs whilst at the same time delivering a real step change in the customer’s experience.

Brandspeak was asked to work with the company’s R&D Department based in the US, to identify a short list of packaging development initiatives capable of addressing all the company’s objectives.  These would then undergo development in the US and Europe before being rolled out globally.

Approach

The project kicked off with 2 client immersion workshops in the US and UK involving research, brand, advertising and technical personnel.  Stimulus material included packaging innovations from around the world.

At the same time, online research communities in the UK and US completed a month-long online diary, documenting their ongoing packaging usage, needs and issues.

Subsequently, focus groups and self-ethnography were undertaken to identify usage patterns and evaluate perceived issues (e.g. environmental, in store, in fridge, in preparation, in disposal) in greater depth.

Findings were then subjected to a final round of quantification.

Results were presented in London, followed by a client workshop run by Brandspeak to ensure consensus was reached on the candidate ideas for development

Outcome

That shortlist of potential packaging innovations was subsequently endorsed by the client’s Marketing Board and underwent undergoing technical development in US and Europe.

Consumer trials were undertaken in the UK in 2018 and 2019.  The trial recommendations were subsequently endorsed by the Marketing Board and preparations for production were made in several manufacturing plants in the UK and Europe in 2019 and 2020.

For more detail about Brandspeak’s packaging research capability, please email us at enquiries@brandspeak.co.uk or call us on +44 (0) 203 858 0052.