Bringing big nutrition to snack-seeking convenience store shoppers.
Big Daddy, a gourmet oatmeal cookie sold in convenience stores and vending machines, was being attacked from all sides by increasing competition. While junk food remains predominant, so-called nutritious options have grown over the past 5 years. The brand was already at a crossroads: settle for stable sales—in a slight decline, in fact—or seize the opportunity to reposition itself in a different and desirable way to meet consumer expectations. Create a strong brand platform that could support a new, more nutritious and energetic product proposal via functional ingredients like oats, enriched wheat flour, eggs, and soy protein.
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Client
Vachon
Services
Audit and analysis of market trends
Audit and analysis of the competition
Consumer insight
Brand positioning
Brand identity
Package design
Team
Marie-Ève Caron, planning and brand strategy
Geneviève Grenier, marketing and business strategy
Caroline Reumont, art direction
Nicolas Boissy, graphic design
Élyse Noël de Tilly, copywriting
Josiane Roy-Hétu, project management
Steve Desmarais, graphic production
Alain Sirois, photography
Denis Riverin, photo retouching
Martin Côté, illustration
Strategy
As brand awareness was good and the product had potential, we decided to delve into the brand’s very DNA—solid value and generous size—while developing the product’s gourmet codes, making a shift towards more nutritious attributes. We conducted quantitative research to ensure that our proposal for “a cookie that satisfies your hunger going beyond a mere craving for empty calories” was credible to our target.
Idea
Creation of a brand identity emphasizing both the nourishing and appetizing aspects of the cookies. Personification of Big Daddy and development of a tagline—“The King of Cookie Town”—contributing to its positioning as a “satiating” product. Creation of 4 packages highlighting both the taste and the abundance of good ingredients: oats, raisins, big chocolate chunks, and peanut butter.
Results
A 10% increase in sales in the six months following the launch of the new platform.
La Famille was able to maintain sales and current clients in addition to attracting a new target. It got a good grasp of consumer motivations while positioning the product with an identity that would guarantee its longevity.
— Claude Breton, Brand Manager, Big Daddy
