Global packaging Innovation
In 2017, this market-leading fast food producer chose the UK and US to undertake the development and research for its next generation of consumer packaging.
The Challenge
In 2017, this market-leading fast food producer chose the UK and US to undertake the development and research for 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 stop 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.
The Solution
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 US and UK 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
The Outcome
That shortlist of potential packaging innovations was subsequently endorsed by the client’s Marketing Board and underwent 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.
Client Feedback
We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.
Lauren Williams
Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!
Sarah Twist – Marketing Manager
It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!
Zanya Fahy
Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Georgie Burks, Brand Marketing Lead
Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.
Mark Wilson
We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
Strategy & Insight Manager | Animal Friends Insurance
Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
Tom Suberg
From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
Verity Kimber
From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
Leading life and pensions provider
It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.
DLKW